Discounting may be useful in some limited circumstances. If we do decide that discounting is ok then we need to make sure we do it in the right way.

By managing how you discount and who to will discount to, you will be in a much better position to secure and protect your prices and margins.

Don't discount without a good reason, do the numbers first and understand the impact on your market and customer positioning. If you do decide to discount your prices, do it in a controlled way that delivers the objectives you want.

If you want to win more deals more often at higher prices - manage discounts and price reductions.