A discount doesn’t fix a packaging mismatch.
I keep watching sales teams losing deals by being too generous.
The customer wants one specific thing. They still pitch the full offer, and the moment the customer says "it's too expensive", they discount it... heavily.
Because the customer's willingness-to-pay matches the small thing, not the full offer.
But the worst part? A tower at 50% off is still a tower. If the customer wanted a 2-bedroom, it simply won't work. A discount doesn't fix a packaging mismatch. It just undermines your entire value and sends the wrong signal.
Most buyers don't need you to be cheaper... They need you to understand their need, and the willingness-to-pay that comes with it.
Package for what they actually asked for, and you'll rarely need to discount at all.
