A sales leader explains why discounting trains your team to sell cheap and tanks margins. Instead, fix conversion leaks in your funnel, close better, and add low-cost value like add-ons that customers actually want.
He's got loads of volume, but his customers aren't really closing correctly. So it's affecting his revenue, it's affecting his bottom line. The first obvious question is, what do you do about that? For him, it was discount, but discounting doesn't really work because all you're going to do is bring your sales down further and your sales team, they kind of get used to just selling at a low price and then it's very hard to bring them back up. So really all he needs to do and all that he's going to be actioning is working on observations so that he can make sure his team are closing correctly. They're selling value and also provide some extra value for his customers, do the things that make a difference to his customers that help close them but don't necessarily cost you anything. Add-on products, things that kind of make a difference to them but don't cost you anything. Especially if you sell something digitally in a digital agency, you may be using a bit more time, but if you close more customers, it's worth it. So the point being, don't always discount straight away. Most of the time, just provide more value. Work out where your leaks are in conversion rate, fix those leaks,
