Do you really believe you can’t sell without a discount?
I argue that if you are always defaulting to using a discount, then you are not really selling. I hear from people all the time who ask me, “How do I sell without discounting?!”
You have to stop thinking that your customers are buying, when in reality they are investing!
Yes, they are investing in outcomes. And the sooner you figure out what they desire, the better equipped you will be to NOT discount.
You sell outcomes; you don’t sell features. People invest because they want an outcome.