The reason so many people want to be transactional and agree to a discount their price is that it eliminates one of the major areas of conflict in sales. If you agree to your prospective client’s price, then there is no conflict, you just say “yes” and you are off to the races.
While this approach eliminates a natural conflict that occurs in most major deals, it eliminates a lot more than that.
What You Are Losing
Being transactional eliminates any perception that you are a consultative salesperson or trusted advisor. A trusted advisor engages in the difficult conversation. They don’t fear it. Instead, they embrace it, knowing that they are demonstrating their value by tackling the difficult stuff many salespeople fear.