Discounting has reached Pandemic levels. It used to be something we used as a last resort, and only under extreme duress. Today, responding to a prospecting call earns a discount. Proposals come with a price and then either an automatically applied discount, or hints at a discount. Something like, “Buy by the end of the month and I can discount 15%!”
Forget the adverse revenue impact. Discounting is a demonstration in our own lack of confidence in the value we create with our solutions!
Stated differently, it’s like shouting to our customers, “We don’t believe in our solutions strongly enough to defend the value they offer!”