Every year, the pressure mounts. Notifications for "flash sales," "Black Friday deals," and "end-of-year discounts" start filling your inbox, and you might feel the urge to join in.

As a business owner, it’s easy to think you have to slash your prices to compete, especially during the holiday season.

But what if I told you that participating in this "sales season" trap is one of the most dangerous things you can do for your business?

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