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Let’s face it. Discounting feels like an easy way to close a deal. You lower your price, they say yes, and everyone walks away happy. Or do they?
The truth is, discounting isn’t a win.
It’s a slippery slope that erodes your value, your credibility, and ultimately, your business.
When you discount, you’re not just cutting your price.
You’re cutting the perception of your worth.
Think about it.
If you’re willing to lower your price so quickly, what message does that send?
It tells your potential client that your original price wasn’t justified in the first place.
It tells them you’re negotiable, not confident.
And worse, it sets the tone for the entire relationship.
Once you’ve discounted, it’s hard to go back.
You’ve trained them to expect concessions, and they’ll keep pushing for more.
This is the race to the bottom.
You’re not competing on value anymore.
You’re competing on price, and that’s a game you’ll never win.
So, what’s the alternative?
The answer is trust.
When you build trust, price becomes secondary.
Your clients stop seeing you as a commodity and start seeing you as a necessity.
Here’s how it works.
Trust begins with understanding.
It’s about showing your potential clients that you truly get their challenges, their fears, and their goals.
Not through flashy presentations or rehearsed pitches, but through genuine, thoughtful conversations.
Ask questions that go deeper than the surface.
“What’s been your biggest challenge in this area so far?”
“What’s holding you back from solving this problem?”
Then, listen.
Really listen.
Not just to their words, but to the emotions behind them.
When they feel heard, something shifts.
They stop seeing you as just another business owner trying to sell them something.
They start seeing you as someone who can solve their problem.
And that’s the key.
When you focus on solving, not selling, you position yourself as the trusted expert they’ve been looking for.
You’re no longer competing on price because they see the value in what you bring.
But here’s the thing.
Trust isn’t built overnight.
It’s built through consistency, authenticity, and a genuine commitment to their success.
It’s about showing up, being present, and putting their needs above your own.
And when you do that, something remarkable happens.
They stop asking, “How much does it cost?”
And start asking, “How soon can we start?”
So, the next time you’re tempted to discount, pause.
Ask yourself, “Am I lowering my price because I don’t believe in my value?”
Instead of racing to the bottom, focus on building trust.
Because when you lead with trust, you’re not just closing deals.
You’re creating relationships that last.
And that’s a race worth running.
Related: Stop Rubbing Salt in the Wound. Show Them the Mirror Instead.
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trust In A Split Second” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary “plug up the holes” lead generation consultation. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.