Sales Mistakes - Discounting by Default

Disclaimer!  If your shit is priced wrong or too high because you failed to do research on your market, product or competitors - this blog wont help you. 

You know what’s worse than a client ghosting you? A client who nickel-and-dimes you into oblivion, leaving you with just enough profit to buy a sad desk salad. Discounting your services as a default is the fastest way to tank your business. Yet, so many event pros do it, thinking they have no other choice.

Let me be clear: you do not have to discount to book clients. In fact, constantly cutting prices does way more harm than good. Let’s break down why—and more importantly, how to sell without giving away your profits.

The Problem: Discounting Isn’t a Strategy, It’s a Race to the Bottom

When you offer discounts as soon as a client flinches at your price, you send a message—"My service isn’t really worth what I’m charging." And if you don’t believe in your pricing, why should they?

Here’s what happens when discounting becomes your go-to move:

❌ You devalue your brand – If your prices are negotiable, clients will assume they should always push for a deal. Worse, they’ll start to wonder why you aren’t charging what you’re worth in the first place.

❌ You attract bargain hunters – Spoiler alert: the clients who haggle the hardest are the ones who demand the most and appreciate you the least.

❌ You destroy your profit margins – Let’s do some quick math (don’t worry, I’ll keep it painless). If your event service has a 30% margin and you offer a 10% discount, you just gave away a third of your profit. Ouch.

❌ You set a precedent – Once you start discounting, it’s hard to stop. Clients will expect it every time, and future price increases will feel like a personal attack.

So how do you stop the cycle? Simple: sell on value, not price.

The Fix: Sell Your Value Like the Pro You Are

Instead of immediately cutting your price, try these strategies:

🔥 Justify your pricing upfront – Clients need to know why you charge what you do. Instead of “This package is $5,000,” try:
“This includes a fully customized design, on-site coordination, and stress-free execution so you can actually enjoy your event instead of managing chaos.”

🔥 Bundle instead of discount – If a client is hesitant, add value instead of cutting price.
→ “Book this week, and I’ll include a premium linen upgrade at no extra cost.”
Now, they feel like they’re getting a deal without you losing money.

🔥 Show social proof – Share client testimonials, before-and-after transformations, or even behind-the-scenes content that reinforces why your services are worth full price.

🔥 Be confident in your worth – Clients can smell uncertainty. If you hesitate when discussing pricing, they’ll push back. Say your price like you mean it.

🔥 Be willing to walk away – Not every client is the right fit. If they’re only looking for the cheapest option, let them go. There’s always someone willing to charge less, but that doesn’t mean you should be that person.

Now that you got that - lets play a little game, called what to say when you are about to enter discount territory. 

“If you need to stay at X, I can simplify the package by removing Y Or, if you want the full experience, we’re at Z. Which works best for you?”   

** I did not discount, I gave options. 

I totally get wanting to stay within budget. My clients invest in my services because they know I handle everything from A to Z, so they can actually enjoy their event. Is that the experience you’re looking for?

** I did not discount, I reinforced value

“What part of the package isn’t working for you?”

** I did not discount - This shifts the focus from price to priorities. Maybe they don’t need certain extras, and you can adjust the package. Finding out the issue they are having. Do they not see value in the product, in your company. Then you know where to go. 

When you stop slashing prices and start selling your value, you’ll attract better clients, make more money, and finally stop feeling like you’re working for free.