Is it realistic to NEVER give a discount? In B2B business, almost every transaction is negotiable.

But with a few strategies and tactics set up, you should be able to give less discounts and increase your bottom line.

Here are 6 ways to avoid giving discounts during the close. 

Define your ideal customer

When you can CLEARLY define who your ideal customer is, and you don’t bend the rules to make a sale, you will find yourself giving less discounts. Your business model should be set up so that your ideal customer understands the value you provide. What do you do if a customer wants to buy your service or product that is not an ideal customer? That is a process for you to decide. But it might be worth sending them to your competitor. 

Know your competition's offering, pricing, and value prop like the back of your hand

If you decide to send a prospect to a competitor (maybe they’re not an ideal customer, or maybe you don’t have a good solution to their problem), then this is a HUGE deal. If you know exactly who to send your prospect to, depending on their needs and budget, and can give them a name, phone number, and email address, that is some value-add service right there. 

Increase the size of your Pipeline

This one may sound obvious, but if you have a small pipeline, you are going to feel yourself stretching to close every deal. You might get pushy. And you will definitely start offering discounts galore- anything to get the sale. 


Use the Inventory Close 

We all know that people like options. And if the customer is required to get 2 or 3 bids, then you might find yourself competing on price. If you sell physical products, try to figure out a way to have good, better, best options. If you sell a service, offer Gold, Silver and Platinum service packages. When you get a price objection, offer a lower tiered option with less features/benefits. 

Verify Scopes

When a customer tells you your price is high, your first reaction should never be to give a discount. Your reaction should be genuine curiosity. If you qualified the lead right, and your price is a lot higher than expected, offer to review all the scopes to make sure the customer is getting quoted the same thing from everyone. More often than not, you’ll find the quotes aren’t “Apples for Apples”.

Offer a Unique Solution

One of the BEST ways to avoid giving a discount is to offer a solution that no one else thought of. While all of your competitors are racing to the bottom with the same solution, if you can offer something unique you won’t be fighting over price. Your proposal might be way less expensive, or way more expensive. Either way, if your customer has nothing to compare it to, how would they know to ask for a discount?

Even with these strategies it sometimes STILL makes sense to give a discount, just don't make it a habit. 

How do YOU avoid offering discounts?

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Brad Telker
Vice President of Commercial Sales at cfm Distributors, Inc.

Brad joined the cfm team in 2006, and now as the Vice President of Commercial Sales, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys photography, running and spending time with his family.