--- title: This Is How Your Prospect Knows You Are Going to Discount | The Sales Blog description: Salespeople and their companies have trained their prospects and clients to expect a discount. In fact, I am writing this on November 30th, and some image: https://www.thesalesblog.com/hubfs/Imported_Blog_Media/Salesman.jpg --- ### [Now booking SKO meetings for 2026/27! 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In fact, I am writing this on November 30th, and some of you are getting all geared up to start “closing the year strong,” and by that you mean conceding price to win deals because you don’t have enough in your pipeline to help your client make the right investment. Selling the outcomes you provide your client would be a lot of easier if you had a lower price or even the same prices as your competitors that are nearly as good as you. There are some tells. There are things you do and say that give away the fact that you are willing to discount. Here is how you project your willingness to discount: “Let me see what I can do.” You have already conceded. You have surrendered. You have told your client that your price isn’t really your price and that you have the ability to change it. Because you have made it known that you have flexibility, your prospect now expects you to do something. “I’ll talk to my manager.” You need to go to some higher power to get permission, but you have already made it known that this higher power will entertain a discussion about discounting your price. So many salespeople have said the same words, words that resulted in a lower price, that your prospect is all but certain you are coming back with a lower price. “This is our standard pricing.” What you have said is “this is not my real price.” You have made it known that this is your list price, the price you pretend you are going to charge, knowing that everyone is going to ask you for a discount and that you are going to give it to them, according to the long-established custom. Let no part of you believe that your pricing is designed to hurt your clients. By discounting your prices, you are hurting your clients and your company. By taking money out of your client’s solution, you reduce the investment they are making in the result they need. You are reducing the amount of money your company can invest in producing those results. The fact that so many of us have allowed our clients to underinvest and sold them the lie that they can have better, faster, and cheaper has made it more difficult than ever to produce the results we are capable of by working together. Most of us, including our clients, are too lean already. You are not discounting your price. You’re discounting the outcomes. ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2017](https://www.thesalesblog.com/blog/tag/2017) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on December 1, 2017 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. 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