Discounting Is Lazy Salesmanship

As a business coach, I see it all the time: a business owner struggling to close a sale, and the knee-jerk reaction is always the same, “drop the price.” But let’s call it what it really is: lazy salesmanship.

Discounting is not a strategy. It’s a surrender.

Every time you offer a discount, you’re not just losing money, you’re damaging your brand, your authority, and your future profits. Even worse, you’re training your clients to never pay full price again. You’re essentially telling them, “I don’t believe in my value either.”

Business Coaching is about rewiring that mindset. It's about elevating your sales skills, sharpening your offer, and helping you understand the true value you bring to the table. And trust me, your clients can sense whether you believe in yourself or not.

I once worked with a business owner who was in a spiral. She was slashing prices left, right, and centre just to stay in the game. She was watching her margins erode and her confidence with it. Through Business Coaching, we repositioned her offer, redefined her value proposition, and adjusted her sales messaging.

We didn’t just help her charge more, we helped her sell better. The result? A 31% increase in average customer spend. No discounts. Just better strategy.

Why do business owners rely on discounting? Because it’s easy. It’s a quick fix when you don’t know how to communicate your value. But Business Coaching teaches you to do the hard work, the deep work, of selling outcomes, not savings.

Your ideal clients aren’t looking for cheap. They’re looking for confidence, clarity, and results. Business Coaching equips you to speak to those needs.

Here’s the truth: clients will pay more, but only if you believe you’re worth more. That belief isn’t always natural. It has to be built. And that’s the power of coaching. Business Coaching challenges your assumptions, rebuilds your confidence, and shows you how to lead sales conversations with conviction.

Imagine walking into a sales meeting knowing that your price is firm, not because you’re stubborn, but because it reflects the real, transformative value you deliver. That’s the level of clarity and strength Business Coaching gives you.

If your sales strategy begins and ends with discounting, it’s time to upgrade. Not your price, but your mindset.

You don’t need to cut prices to compete. You need to cut through the noise. You need to clarify your niche, solidify your offer, and learn how to sell in a way that builds trust and authority.

Business Coaching isn’t a luxury. It’s a necessity for business owners who want to grow without sacrificing their margins or self-worth. It teaches you how to create demand, position your value, and stand firm on your pricing.

Selling isn’t about lowering the bar, it’s about raising your standard. It’s about becoming the kind of business owner who no longer begs for the sale but commands it.

When your sales skills are refined and your confidence is real, you stop attracting bargain hunters. You start attracting believers, clients who see your value, respect your price, and happily pay it.

So if you’re tired of the discount dance, stop playing the wrong game. Business Coaching can help you step up, stand tall, and sell smarter.

Remember, the best salespeople don’t discount.

They deliver.

Let’s work together to make sure your business isn’t just making money, it’s making a statement.

If you’re ready to let go of lazy salesmanship and become the business leader your company needs, let’s talk. Business Coaching isn’t just about numbers, it’s about growth, mindset, and making every conversation count.