Tips and tricks16. 1. 2024

Robotypes from the B2B world: 3. Five risks associated with discounts

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Everybody likes discounts. At least all the buyers.

But how to approach discounts if you are on the seller’s side (specially in the B2B sector)?

According to the article “5 Drawbacks of B2B Discount Pricing, it is not necessary to avoid discounts in the B2B segment as a matter of principle, but it is good to remember some risks.

Disadvantages of poorly thought-out discounts

  1. Decrease in profit margins (need to consider whether higher sales volume will compensate for the decrease in profitability)
  2. Reduced brand value (“discount hunters” are generally less loyal customers)
  3. Creating the impression that the buyer has the upper hand (and is actually “entitled” to a discount)
  4. Creating a clash between the standard price and the discounted price (customers used to the discounted price may not want to pay the standard price)
  5. The situation can get completely out of control (especially if the trader offers the wrong type of discounts)


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