Comments on: How discounts hurt you http://www.wildfiremarketinggroup.com/how-discounts-hurt-you/ Wed, 30 Nov 2011 09:23:05 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Don Roy http://www.wildfiremarketinggroup.com/how-discounts-hurt-you/#comment-355 Don Roy Wed, 19 Aug 2009 15:10:00 +0000 http://www.wildfiremarketinggroup.com/?p=2099#comment-355 Your points are excellent! Once price concessions or other incentives are used to make a sale with a customer, there seems to be no turning back. This occurrence seems to be more prevalent in B2B situations. Buyers want at least the deal you gave them the last time they bought, if not better. It hurts profits, it hurts brand equity, and does little to cement long-term customer relationships. Price-based incentives are the easiest for competitors to mimic, so any advantage one gets from lowering priced can be erased quickly by a competitor. Hopefully more marketers will learn this lesson! Don Roy, Ph.D. Your points are excellent! Once price concessions or other incentives are used to make a sale with a customer, there seems to be no turning back. This occurrence seems to be more prevalent in B2B situations. Buyers want at least the deal you gave them the last time they bought, if not better. It hurts profits, it hurts brand equity, and does little to cement long-term customer relationships. Price-based incentives are the easiest for competitors to mimic, so any advantage one gets from lowering priced can be erased quickly by a competitor. Hopefully more marketers will learn this lesson!

Don Roy, Ph.D.

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