Discounting is a quick fix. But it’s also a long-term liability.
When deals get tough, many sales teams default to price cuts to win business. But here’s what’s really happening:
Every discount is a message to the buyer: “Our value is negotiable.”
Here’s how to lead with value instead—and close more without giving away your margin.
1. Understand Why You’re Discounting in the First Place
Reps often discount because they:
Fear rejection
Haven’t uncovered enough pain
Lack conviction in the offer
What to do:
Use Sandler’s Pain Funnel to dig deeper
Validate urgency before presenting solutions
Train reps on how to frame value around the buyer’s goals, not your product’s features
2. Don’t Apologize. Align
When price comes up, don’t backpedal. Align with empathy and redirect.
Example:
“That makes total sense—budget’s always top of mind. Can I ask, what are the consequences if this problem goes unsolved for another 3–6 months?”
Confidence in the conversation = confidence in the close.
3. Use Proof, Not Price Cuts
Instead of lowering the price, raise the credibility:
Show testimonials from other companies in the same industry
Share ROI benchmarks and client results
Offer a results guarantee (if applicable)
4. Role-Play the Pushback
Discounting is a reflex. Practice is the antidote.
Inside our Essentials Fast Track, reps learn how to:
Respond to discount requests with poise
Reframe objections into discovery questions
Use storytelling instead of dropping numbers
Want your team to close with confidence?
Our Essentials Fast Track is a 4-week sales training that builds belief, tonality, and conviction (without relying on price cuts).
Save Your Sear for Essentials Fast Track (they fill up fast)
