Discounting to Create Cash Flow? Be Careful

Before you consider discounting your price, make sure that the customer fully understands the value proposition you offer and that you fully understand the customer's needs and wants... Recently I spoke at a large conference on the subject of how to maintain your price and avoid discounting. After the presentation, a businessperson approached me and asked what my strategy would be if his company needed to discount price to create cash flow. This is not an easy question to answer.

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