Discounting in B2B sales is one of the quickest ways to erode trust and credibility—so why does it happen so often?

In this episode of Closing Time, John Barrows, CEO of JB Sales Training and author of I Want to Be in Sales When I Grow Up, breaks down why proactive discounts often do more harm than good, how they devalue your offering, and why they signal to buyers that your pricing isn’t credible.

John also shares actionable strategies for keeping deals moving without relying on discounts, from leveraging creativity and flexibility to building value during discovery. Plus, he unpacks how to handle the infamous “procurement wildcard” and what every rep needs to know about their company’s pricing strategy to close deals confidently.

Watch the episode on YouTube.

 

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• John Barrows: Instagram // LinkedIn // John's Sales Training & Resources 

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