When business isn’t coming in as quickly as you’d like, it’s SO tempting to think “I’ll just slash my prices and get more customers.” I’ve seen it hundreds of times. And I’m going to tell you why it’s one of the worst things you can do.
The Discounting Trap
Once you start discounting, it’s incredibly hard to stop. You’re setting an expectation with your customers and devaluing your products and services. Before you know it, your full price doesn’t exist anymore. You’re attracting all the wrong customers who only want “cheap.” And even YOU don’t believe your stuff is worth the original price anymore.
It’s a vicious circle that will drain your business, your confidence, and your bank account.
What To Do Instead Of Discounting
Add value, don’t reduce price. Instead of making something cheaper, make it MORE valuable. Add a bonus, include extra support, throw in a template or guide. The perceived value goes up without your profit going down.
Create a lower-priced entry offer. If people can’t afford your main service, create a smaller, more affordable version instead of discounting the big one. A mini course instead of a full programme. A power hour instead of a full coaching package. This way you have options at different price points without devaluing your premium offer.
Improve your marketing, not your pricing. If people aren’t buying, the problem usually isn’t your price – it’s your visibility, your messaging, or your audience. Are you showing up consistently on Instagram and LinkedIn? Are you emailing your list regularly via Flodesk or MailerLite? Are you clearly communicating the VALUE of what you offer? Fix the marketing before you touch the price.
Get better at talking about value. Focus on outcomes, not deliverables. Don’t say “you get 4 coaching sessions.” Say “you’ll walk away with a clear plan, more confidence, and a marketing strategy that actually works.” People pay for transformation, not for time.
When Discounting IS OK
Flash sales, launch offers, and loyalty rewards are all fine – because they’re strategic, time-limited, and intentional. The problem is when discounting becomes your default because you don’t believe people will pay your full price. That’s not a pricing problem – that’s a confidence problem.
Believe in your products and services. Believe in your pricing. Let others discount and attract the bargain hunters. Hold your head high, stick by your prices, and focus on finding the customers who value what you do.
You’re worth it. Price like you mean it.