In this video Wayne Berry explains how professional sales people sell on value for money and do not discount. Discounting is what amateurs do either because they don’t understand and hence are not sold themselves on the value of their offer, and / or because it’s the easy way to deal with the price objection. This destroys your credibility and often you’ll still fail to get the sale even against a competitor with a higher price who does know how to sell on value for money.