How to Handle:
“Can you give us a discount?”
The discount request is one of the most common and predictable objections in sales. It's often a reflex or negotiation tactic rather than a genuine budget constraint. How you handle it sets the tone for the entire customer relationship.
Why Prospects Say This
Most discount requests aren't about actual budget constraints - they're testing if your price is firm. Buyers are trained to ask for discounts, and many salespeople fold immediately. Understanding their real motivation helps you respond appropriately without giving away margin unnecessarily.
Best Responses
The Value Hold
“I appreciate you asking - everyone wants a good deal. Here's the thing: our pricing reflects the value we deliver, and we don't discount because it would mean delivering less value. What I can do is make sure we're scoping this so you get maximum ROI. Would that be helpful?”
Why It Works
This holds firm on price while offering value as an alternative. It signals that your price is real and you're confident in your worth.
Best For
When you have strong positioning and don't need to discount
The Trade-Off Offer
“We can definitely talk about pricing flexibility. What would you be comfortable trading off? For example, annual billing, case study participation, or a longer commitment can all affect what we can offer. What matters most to you?”
Why It Works
This reframes discounting as a trade rather than a giveaway. It ensures you get something of value in return for any price reduction.
Best For
When you're willing to negotiate but want to protect margins
The Commitment Question
“If I could get you a better price, are you ready to move forward today? Because I don't want to go to bat for a discount internally if we're not at a decision point. If you're ready to commit, let's talk about what's possible.”
Why It Works
This qualifies whether they're serious about buying or just collecting quotes. It also creates urgency and positions the discount as a special favor.
Best For
Mid-to-late stage deals where you need to test commitment
The Honest Mirror
“I hear this question a lot, and I always ask the same thing: is a 10% discount going to be the difference between yes and no? Because in my experience, it usually isn't. What's really driving the hesitation?”
Why It Works
This is a pattern interrupt that often gets prospects to admit the real objection. Most discount requests mask deeper concerns about value or fit.
Best For
When you suspect the discount request is a reflex rather than genuine
The Pilot Bridge
“Rather than discounting the full solution, what if we started with a smaller pilot at a lower investment? That way, you can prove the value before committing to the full scope. Would [X amount] be more comfortable to start?”
Why It Works
This reframes the conversation from discount to scope, which is often more flexible. It also lands a customer with expansion potential.
Best For
When you want to close something today but protect long-term pricing
Do's and Don'ts
Do This
- Ask what they would give in return for a discount (commitment, case study, referrals)
- Test if they're ready to commit before offering any flexibility
- Offer scope adjustments instead of pure discounts when possible
- Maintain confidence - desperate discounting hurts long-term relationships
- Document any discounts for future renewals to avoid annual negotiations
Don't Do This
- Immediately cave - it signals your price was inflated
- Discount without getting something in return
- Seem surprised or offended by the ask - it's normal and expected
- Give your 'best and final' price multiple times
- Let them dictate the discount amount - counter with your terms
Follow-up Questions to Ask
“If I can work on the price, are you ready to commit today?”
“What would you be comfortable trading off for a better price?”
“Is this about the total budget or the monthly cost?”
“Would a longer commitment with better pricing work for your situation?”
“Is the pricing the main thing holding you back, or is there something else?”
“What discount would make this a no-brainer for you?”
Industry-Specific Variations
“Can we get a startup discount?”
“We do work with early-stage companies differently. Usually that means a lighter tier to start or deferred payment as you grow, rather than discounting our core platform. What's your runway situation, and what would make this work for you?”
“Procurement requires three quotes and the lowest price wins”
“I understand - procurement has their process. What usually works is showing total value, not just price. Can we build a total cost of ownership analysis together that shows the business impact? That often changes the conversation from lowest price to best value.”
“Our budget is $X - can you match it?”
“I appreciate you sharing your budget. Let me think about what we could deliver for that investment. It might mean adjusting scope or phasing the work differently. Would you be open to exploring what [X amount] could accomplish as a first phase?”
Pro Tips
- The ask for a discount is so common that you should have a prepared, confident response. Don't wing it.
- Never give a discount without understanding if it will actually close the deal. Qualify commitment first.
- If you do discount, make it feel like a special exception, not standard practice. They should feel they earned it.
- Track your discount patterns. If you're discounting every deal, your list price isn't real and customers will expect it.
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