Introduction:

When you frequently offer discounts, your customers subtly change: some who like your product or brand will leave, while more price-sensitive customers will frequent your store. It's often said that the market is bad, online stores are impacting sales... There seem to be too many disadvantages for physical stores. What to do when sales are poor? Offer discounts! But after offering a 20% discount, when you restore the original price, customers will say, "You gave 20% off last time, can't you give it to me again?" Of course, you can't, so what happens? The customer leaves, and if you don't discount, the store next door offers 30% off! After several days of poor business, what do you do? You might decide to clear stock with a 30% discount! After three such promotions, customers start waiting for discounts, and there's no business at full price. So you keep running promotions, leading to a vicious cycle. Do you know what you're doing? You're not only killing your own business with discounts, but you're also disrupting the market, and the impact is severe! You might say, "I'm not the only one disrupting the market; everyone else is discounting, and if I don't, I won't have any business." Haven't you noticed that in some wholesale markets, the retail stores that don't negotiate or discount have the best business? The ones with the highest unit prices do the best? If everyone discounts and you don't, won't customers perceive you as a brand? Won't you be respected? You might be furious reading this, but it's the truth. Discounting is like eating future meals; three days of discounts might slightly improve sales, but the following ten days will see a decline. You might say, "I can't keep discounting forever?" Let me tell you, the same promotion won't be effective for more than four days. When you frequently offer discounts, your customers subtly change: some who like your product or brand will leave, while more price-sensitive customers will frequent your store. Remember, many customers hope that what they bought won't depreciate in value; these are your loyal VIPs. You hurt your loyal VIPs but attract short-term price-sensitive customers. Discounting brings a brief sales boost, but it's not worth the loss. You might ask, "Then what should I do?" Of course, simply not discounting won't guarantee good business. You need to study data, focus on service... or learn how to make bigger sales? Not researching high-tech techniques is a sign of not using your brain or seeking solutions. Any marketing method attracts only one type of customer. If you like discounts, you attract price-sensitive customers, making you think it's a price issue, and you get trapped in a price spiral; if you study service, VIP loyalty increases; if you study sales techniques, conversion rates and cross-selling rates increase; if you study products, fashion-conscious customers increase... Some say, "We're in a small place with weak spending power, so customers like to bargain." Others say, "Our products are expensive, so customers like to bargain." Let's look at two scenarios. In a supermarket, vegetables cost 20.1 yuan; in a market, they also cost 20.1 yuan. Would you bargain in both places? Coca-Cola sells for 2 yuan a can in supermarkets, 5 yuan in vending machines, 8 yuan a cup at McDonald's, and 38 yuan a cup in a five-star hotel. The exact same brand and product, but prices vary greatly by location. Would you bargain? Clearly, in a market, if the price is 20.1 yuan, you'd instinctively say, "How about 20 yuan?" but in a supermarket, you wouldn't. Similarly, with Coca-Cola at different prices, you wouldn't bargain. So, whether customers bargain has nothing to do with the customer; it's about your store. If your customers love to bargain, it's only because your store looks like a place where bargaining is possible! Those customers you think are particularly fond of bargaining don't bargain everywhere; they bargain specifically at your store. Why does your store look like a place where bargaining is possible? Store Image Stores where customers love to bargain: The store's decoration looks like a grocery store, the displays are messy, hygiene is poor, lighting is dim, and music is outdated or at an inappropriate volume. Stores where customers dare not bargain: Fashionable decoration, tidy and comfortable displays, clean and fresh hygiene, comfortable lighting, trendy music at just the right volume. Staff Image Stores where customers love to bargain: When customers enter, the salesperson is playing with their phone, leaning on the counter, leaning against walls or shelves, sitting on rest chairs, with a blank stare, expressionless, no makeup, and dressed in outdated, sloppy clothes. Stores where customers dare not bargain: When customers enter, the salesperson warmly greets them or is busy with store work, dressed fashionably and appropriately, with light makeup, a sweet and friendly smile, and offers just the right compliments. Service Image Stores where customers love to bargain: The salesperson has poor sales skills, speaks like a street vendor, thinks customers are "bad people," likes to argue with customers, and makes returns and exchanges difficult. Stores where customers dare not bargain: The salesperson has good sales skills, speaks professionally and kindly, thinks most people are "good people," never argues with customers, and handles returns, exchanges, and complaints properly. Now do you know why your customers love to bargain or rarely bargain? No matter how tough the market is, many brands and stores are still improving year-over-year. Like attracts like; if you complain, you attract complaints; if you discuss methods, you attract peers who like to discuss methods with you. Positive people always see opportunities; negative people always see problems. My advice: quickly put the brakes on discounting and commit to professional service, or you'll find it increasingly difficult.

Further Reading:

When Customers Ask for Discounts, Why Do You Answer That Way?

In sales, we often encounter customers who find various reasons to ask for discounts, even "threatening" by saying, "If you don't discount, I won't buy!" How should salespeople respond in such situations? Here are scenarios where customers ask for discounts, along with response strategies! 1. "No discount? Even international brands discount, why don't you?" Terrible responses:

  1. "They're big brands with high profits; we're a small business." (Implying you're low-end?)
  2. "They're them, we're us..."
  3. "We don't have that policy." Sales strategy: There's no perfect person, and no one is entirely useless; if we're willing to look, beauty is everywhere. The question "Why don't you discount?" seems hard to answer, but by changing perspective, it can become a reason to persuade the customer to buy immediately. In this case, the salesperson can explain why other companies discount while this store doesn't, and tell the customer the benefits of the no-discount policy, to gain their understanding. Language templates: Salesperson: Mr. Wang, I understand your thoughts. There are many reasons for discounts, such as inventory, holidays, or out-of-season items. We currently have no such plans, and we have uniform prices nationwide. We want to be responsible to every customer with honest pricing, so they don't worry about price inconsistencies and feel cheated. Salesperson: Actually, whether to discount is a strategy each brand chooses. We don't easily discount to be responsible to every customer with honest prices, so there won't be cases where some pay more and some pay less for the same product. So you can buy our products with confidence anytime, Mr. Wang. What would you like to see today? Personal opinion: Sales staff should always protect the company's interests and not do irresponsible things.

2. When a major client asks for a special discount during a sale, how should we communicate? Terrible responses:

  1. "I'd like to, but company policy is like this."
  2. "Because you're a regular customer, we've already given you a low discount."
  3. "Some customers buy more than you, and we still give this discount."
  4. "It's not about how much you buy; company policy is like this." Problem diagnosis: "I'd like to, but company policy is like this" gives the customer the feeling that the company's policy is unreasonable, because even the salesperson thinks the customer's request is reasonable. "Because you're a regular customer, we've already given you a low discount" implies that you've already done them a favor and can't go lower. "Some customers buy more than you, and we still give this discount" implies that you shouldn't think you buy a lot. "Some customers buy more than you, and we still give this discount" and "It's not about how much you buy; company policy is like this" make the customer feel the company is cold and heartless, which is disheartening. Language templates: Salesperson: Miss Li, thank you for your years of support. You know that each brand has different reasons for discounting. Our company focuses more on providing high-quality products and services, as price is only part of the purchase decision. If you don't like this furniture, I think you wouldn't consider it even if it were cheaper, right? This piece you've chosen suits you perfectly... (shift focus to product benefits) Salesperson: Yes, Miss Li, I know that. I've served you several times, and I think of you when you're not here. I don't think you insist on an 8 or 9折 discount. How about this: I'll personally give you a beautiful gift that will surprise you. Please wait... (shift focus to the gift) Salesperson: (with a smile) Thank you very much for your support. I'm really sorry, but our company has always been honest in pricing, which is why many regular customers like you trust us. So please bear with us on the price. However, I will immediately report your suggestion to the company, and if there's a discount plan for major clients, I'll contact you right away. Is that okay? What would you like to see today... (shift focus to the clothes) Personal opinion: Customers have vanity; building good relationships helps increase their cooperation.

3. How to handle customers who want both a discount and a gift? Terrible responses:

  1. "You can't have a gift with a discount; it's the rule."
  2. "We'll save these gifts for later customers."
  3. "These gifts are cheap; you wouldn't spend much on them outside." Problem diagnosis: Because customers and we are on different sides, they always try to get more benefits, sometimes appearing "greedy." Salespeople must understand the customer's feelings and divert their attention through patient, detailed explanations. The previous responses are mechanical and unconvincing. "These gifts are cheap; you wouldn't spend much on them outside" makes the customer feel they're petty, and it also devalues the store. Sales strategy: Salespeople must learn to "play Tai Chi" and avoid linear thinking when handling any customer issue. First, build a good relationship, then problem-solving becomes easier. In this case, the salesperson should offer suggestions and determine the main direction, not let the customer choose freely. You can either strengthen the gift's value and recommend it, or downplay the gift and recommend the discount, or recommend the discount while making a concession, like promising to keep a gift if any remain after the promotion. Language templates: Salesperson: I can see you really like our gift, but I'm sorry, Miss Zhang. During the promotion, we can only offer customers a choice between a discount or a gift. Actually, I think these gifts are great; they'd cost you XX yuan outside. I suggest you take the gift because they're very useful... (emphasize the gift's value) Salesperson: Haha, I'm really sorry, but this promotion is designed for customers to choose either a discount or a gift. I still think the discount is better. You're not buying this product because of the gift; the main reason is that you like it and it suits you, right? Salesperson: Oh, you're putting me in a tough spot. This promotion is for customers to choose either a discount or a gift, so I really can't let you have both. Please understand. Salesperson: (If the customer still doesn't accept) It seems you really like our gift. How about this: if there are any gifts left after the promotion, I'll save one for you and call you to pick it up. Is that okay? (Stand firm while giving the customer a way out, and call if gifts remain) Personal opinion: Salespeople should learn to "play Tai Chi" to give customers advice and determine the main direction.

4. When you can't discount and the customer gets angry, how should you respond? Terrible responses:

  1. "Then you decide."
  2. "This price is already very cheap."
  3. "Don't be like this; you know it's hard for us too." Problem diagnosis: "Then you decide" seems to give the customer the power to decide, but in reality, the customer is interested in these pieces and is on the verge of buying. If the salesperson gives them a way out or pushes them a bit, they might buy several pieces. If the salesperson doesn't push the customer forward and instead says discouraging words, they're driving the customer away, and potential sales are lost. "This price is already very cheap" and "Don't be like this; you know it's hard for us too" lack persuasiveness and sound like begging for sympathy. Sales strategy: "If sales are poor, it's because the words aren't right; when the words are right, sales soar." Sales language plays a crucial role in store sales. Improper wording leads to stores driving customers away daily, but we don't realize it and continue making the same mistakes. Salespeople's words can make customers "laugh or jump." If the words are right, furniture becomes sales and profit; if not, it becomes inventory. So, language training is essential. In this case, the salesperson can first acknowledge the customer's feelings and praise their taste. If the customer persists, finally offer to ask the boss or add a gift to close the deal. Make sure the customer feels you're doing your best to help, with sincerity and a genuine attitude. Even if no substantial concession is made, the customer will understand you've tried. Often, customers don't really care about the discount; they need a reason or a way out to buy! Language templates: Salesperson: Yes, Miss Wang, I understand how you feel. If I were you, buying three pieces, I'd also expect a discount. But on the other hand, a sofa with such good fabric and a style you like is not easy to find, right? Miss Wang, the most important thing is that you like these pieces... (add selling points and compliments) Salesperson: It would be a pity if these pieces weren't in your home! How about this... (use gifts or VIP cards) Salesperson: Miss Wang, if I were you, I'd also think buying more should get a discount. But please bear with us. As a regular customer, you know our furniture has solid quality guarantees, and we always stick to honest, clear pricing. Considering your situation, I'll personally give you a practical gift. Is that okay? Salesperson: Oh, Miss Wang, it's a pity, because these pieces are perfect for your home layout, and missing any would be a shame. Let me try my best to apply for a discount for you. Please wait... (let the customer know you're working for them) Salesperson: Miss Wang, I'm really sorry, but we can't change the price. However, our boss decided to give you a gift as a thank you for your continued support. Please accept it! Personal opinion: Let customers know you're doing your best; even without a concession, they're more likely to compromise.

5. During a promotion, when customers ask when there will be a lower discount, how should you answer? Terrible responses:

  1. "It's hard to say; generally not."
  2. "I don't know; it depends on company policy."
  3. "Unlikely; this discount is about as good as it gets." Problem diagnosis: The "bus effect" refers to people not on the bus wanting to squeeze on, but once on, they don't want others to get on. Similarly, furniture customers want to buy at the lowest price, but after buying, they don't want the price to drop, or they feel they've lost out. "It's hard to say; generally not," "I don't know; it depends on company policy," and "Unlikely; this discount is about as good as it gets" give customers a vague feeling. Such unclear explanations don't push the purchase forward; they make customers more hesitant, missing the chance to close the sale. Sales strategy: Customers often buy based on feelings, but these feelings are fragile. So, salespeople must be good at stirring emotions and stimulating desire. In this case, the salesperson should give a firm, clear answer to convey confidence that the price won't drop, eliminating doubts and boosting desire. Avoid vague, uncertain responses, as they only make decisions harder and longer, hurting store performance. Language templates: Salesperson: Miss Wang, rest assured. Our brand is principled about discounts and won't arbitrarily change them. The current 40% off on new items is only for our store anniversary, and we'll return to original prices immediately after. So, seize the opportunity to buy now. Salesperson: Miss Wang, rest assured. Our brand is quite standardized in this regard, which is also a sign of responsibility to customers. If we discounted randomly, dropping day by day, even if you loved these products, you wouldn't feel secure buying them. Who would trust us then? Right? So, we never joke with our reputation. Buy with confidence! Salesperson: Miss Wang, rest assured. Our products have solid quality guarantees.

6. When customers say furniture is expensive and ask for a discount, how should you answer? Terrible responses:

  1. "A discount might come later."
  2. "Sorry, our furniture never discounts."
  3. "Sorry, we don't negotiate here." Problem diagnosis: "A discount might come later" suggests customers should wait for a better deal, which harms brand image, delays decisions, and reduces sales efficiency. "Sorry, our furniture never discounts" tells customers there's no chance, so don't bother bargaining. "Sorry, we don't negotiate here" is a common phrase, but it makes customers feel unwelcome, implying they should leave if they want to bargain. Sales strategy: Salespeople can't agree to every request, and not all objections are valid. Learning to say "no" appropriately can earn respect and understanding, but the key is how you refuse. Never make customers feel rejected, or you'll drive them away. Often, we lose customers and profits this way without realizing it, and we keep repeating the mistake daily. Before refusing, first acknowledge the customer's thoughts, then express your feelings with words like "sorry," "I apologize," or "you're putting me in a tough spot," and finally explain the unique selling points, pricing strategy, and service benefits (like VIP cards) to gain understanding. Language templates: Salesperson: Miss Wang, this dining table is indeed a bit more expensive, but there's a reason. The higher price is because our design (materials, craftsmanship, after-sales) is excellent, and quality is guaranteed. Plus, buying furniture isn't just about discounts; whether you like it and it fits your space is more important, right? Salesperson: I'm really sorry, but except for occasional promotions, we have uniform prices at other times, ensuring customers get the same price whenever they visit. However, since you're a VIP member and have supported us, we can offer you... (shift to VIP benefits) Salesperson: I'm truly sorry, Miss Wang, but this is difficult for me. We have clear, honest pricing, so except for major holidays, we sell at original prices. This ensures customers always get the truest price and quality. Besides, this sofa is really worth buying. Look... (shift to selling points). Personal opinion: We do things every day that drive customers away, but we don't know it and think we're doing well. Article compiled from: Supermarket People's Home -END- The best FMCG distributor learning platform in China Focusing on providing professional, practical, and applicable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get the corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Distributor market operations | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing distributors | 008 Distributor development | 009 Distributor internal operations management | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's eighteen skills | 013 KA operation methods and strategies | 014 First lesson for new salespeople | 015 Internet, brands | 016 Distributor B2B transformation | [Long press QR code to follow]