This one makes me genuinely angry because I see it ruining perfectly good businesses.Why does every company’s first reaction to any sales resistance immediately become I can probably do 20% off?Someone hesitates for literally 2 seconds and suddenly prices are negotiable.

Real example from 3 weeks ago software company, good product, $500/month pricing. Prospect says Let me think about it after demo. Rep immediately well, I could probably get you started at $400 for the first 6 months. Prospect didn’t even ask for a discount! They just needed time to decide!

But now they’re thinking If you can do $400, why were you asking $500?

This happens constantly. Companies train customers to expect discounts by offering them before anyone asks. This exact sequence happened with an accounting firm

Year 1: Average customer pays $300/month Year 2: Average customer pays $240
Year 3: Average customer pays $180

Same service 40% less revenue per customer.They went from profitable to barely breaking even by being customer friendly. The psychology is backwards. When you discount immediately, customers think your original price was inflated and you’re desperate

When you hold firm, they think you’re confident in your value.

I learned this painfully with my own business. Used to discount whenever someone hesitated. Customers who got discounts were always my worst clients. Complained more, paid late, expected free extras. Customers who paid full price were amazing. Trusted my expertise, paid on time, referred others.

Now I never discount. If someone can’t afford my prices, they’re not my customer

Start charging what you are worth