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WHY DISCOUNTING IS SLOWLY KILLING YOUR B2B BUSINESS

#sales Apr 12, 2021

Is discounting slowly killing your B2B business? While performing an account review for a client recently, we heard a seasoned sales rep ask “Can we ‘motivate’ the customer to buy?” Wait. Did we hear this right - did he just ask his boss for a discount?


If you’re selling a product or services within a complex sales cycle, it might not seem like a bad idea to throw in a discount to get that sale over the line. But here’s what happens when you dangle a discount to encourage a sale; the prospect now has that discount tucked away for when they’re ready to buy - not before. The sales cycle hasn’t been shortened at all, and your salesperson still needs to find a way to guide the prospect towards the dotted line.

 

While you might be able to absorb the occasional cost of a discount, this practice creates a mindset and crutch that slowly erodes your profits without making the intended difference of increasing sales. 

 

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