Five Myths About Price and Discounting
APRIL 1, 2019
I can’t think of any concepts more misunderstood than price, pricing, and discounting. Let’s discuss five myths about pricing, and its Mr. Hyde alter-ego, discounting. Discounting is only going to convince your prospect to doubt the numbers. Mara and Roriello, in Harvard Business Review, studied an even larger sample and found a 1% drop in average price would cause a 1 % drop in profit. Myth #5: You can discount for “one time”, or for a “limited time”.