Sometimes you have to make a decision that hurts and helps.

I gave a discount.

It’s not the first time I’ve ever done it, it probably won’t be the last time I ever do it. But I teach against it. And I preach against it.

If your price is $1000, and you discount down to $900, $100 comes right out of profit. And in these times, profit is the only saving grace of business.

My public seminar tickets sell for $99 each. If you buy 10 or more, they are $89, and it’s been that way for the past 10 years.

Last week we had a meeting of everyone in the public seminar department, and decided that for one week only we would offer our customers a $20 per ticket discount. Never did it before. And even though we sold a lot of tickets, I took a lot of flack.

People wrote to me, emailed me, and called me out on the fact that I was giving a discount and going against my teachings. Not many people, but enough to ruffle my feathers. And it should be said that ten times as many people thanked me. And fifty times as many people bought tickets.

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Used with permission from Jeffrey Gitomer