Highlights from this episode include:

• Ask yourself this question BEFORE you discount (5:47)
• This issue may be more important to your customer than price (6:28)
• If you can show your clients this one thing, they won't care about price anymore (6:54)
• Discount or not, you can only sell to these specific customers (7:07)
• When your potential clients start talking about this… it's time to sell (7:51)