In Ep. 60, The problem with people trying to negotiate pricing before testing your product is that you are forced to negotiate on price rather than value.

They didn't have a chance to build up any desire to buy and discover the massive value your product could deliver to them. All of a sudden, your product turns into a commodity and your only differentiation is offering them the lowest price possible.

According to ProfitWell's 2018 Study On Discounts, customers who received discounts of 30% of more are 15-40% less willing to pay when their contracts are due for renewal.

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