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Long-time listeners are very familiar with my “Full Price or Free” mantra.

I position things at one of two options: Either full price or free.

What’s the problem with discounts? Everyone loves discounts, right? Yes, they do. That is, until they don’t.

What do I mean?

Do you remember the last time you bought something only to see it get discounted the following day or next week? How did that make you feel? Did you enjoy feeling duped?

Discounted prices punish early buyers. Discounts not only devalue your products, but they also create poor customer experiences when your buyer finds out next week that they should have waited to buy from you later.

In this episode, Ben and I navigate the seas of pricing and make a case for why you shouldn’t discount and how to sell without discounting.

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