Discounting is a tax on a bad conversation

'Too expensive' means one of three things: I don't see the value, I don't believe it will work, or I don't have budget now. A discount only addresses the third - badly.

Ask this instead of cutting

• Expensive compared to what?
• What does doing nothing cost over the next six months?
• Who else is part of the decision?

If you must concede

Never without something in return: smaller scope, faster payment, longer commitment, a reference. An unconditional discount teaches the client your first price wasn't real.

Every point of discount comes straight out of profit, not revenue.