Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at


Before you offer discounts on anything, you have to ask yourself (and answer with clarity):
What is the purpose of this discount?
Am I looking to raise capital?
Am I looking to move inventory?
Am I looking for new customers?
Or am I offering existing customers a value package that they will appreciate?

Your answers may be more than one of the above.
But whatever your answers are – don’t kid yourself as you go through this process.

Once you understand the purpose, then you have to ask yourself:
What are the potential ramifications?
Will this answer my present customers or make them happy?
Will this cost me customer loyalty or create it?

And finally, there’s a measurement piece – after the discount hasbeen offered and the clamor of activity has died down – you have todecide if it was worth it or not.
Did the outcome fall below, meet, or exceed your expectations?

Maybe a better measurement question to ask yourself would be:
Are you willing to do the same thing next year?