The rules and the responses that stop reflexive discounting and handle price objections without caving, so you keep the value you priced.
The rule that changes everything: a discount is a trade, never a reflex. If you give price, get something back. Answer objections by reaffirming value, not by dropping the number; the first person to name a lower price usually loses.
| When a discount is allowed | What you get in return |
|---|---|
| Larger commitment / longer term / faster payment / referral | |
| Price objection | Response that reaffirms value (not a lower number) |
|---|---|
| "That's more than I wanted to spend." | |
| "Your competitor is cheaper." | |
| "Can you do better on price?" |
Every reflexive discount is pure profit surrendered, and a discount given without getting anything back trains customers to always push. Track your discount leakage in the next guide; most owners are shocked how much profit reflexive discounting quietly costs them.
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