There are many situations in B2B selling where a change to the pricing offered initially is required: The need for compromise, the need for optics, the psychology of lowering the price, maybe semantics, or simply gamification.
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When you are discounting, you are saying to your customer that you don’t believe enough in what you’re selling that you think you can sell it for the standard price. As soon as you offer a discount, your prospect immediately loses confidence in you and sees that you don’t stand behind what you’re trying, wholeheartedly, to sell to them.
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