Running discounts feels like a quick win — but over time, it can cost more than it helps.
You train people to wait. You attract deal-chasers.
They’re less loyal, less likely to buy anything extra, and more likely to refund or complain.
Why? Because the relationship started with “cheap.”
When you run a discount, what you’re really saying is: “This is worth less now — please take it.”
That’s a tough position to grow from.
There’s a better way.
A 2021 study showed people will pay up to 25% more when they buy from a business they know.
Why? Familiarity = trust. Trust = “This won’t be a waste of money.”
Ever seen someone pay more just for the logo on their shoes? Same idea.
People don’t just buy products. They buy security in their decision. They want to feel sure they picked the right one. And they’re more sure when they’ve heard of you.
So what’s the move?
Instead of discounting, get visible.
Let people know who you are, what you do, and how to reach you — before they’re ready to buy.
That’s publicity, not pushy advertising. It’s simple, low-cost, and consistent.
And it works — because people buy from names they recognize.
Stop training people to expect less.
Start showing them why you’re worth full price.
Want help doing that?
We’ll show you our efficient strategy to getting small businesses consistent customers.
In over a decade since it's creation, The Customer Factory has served over 100 different local businesses across the United States of America.
Jimmy Alauria
3A Automotive & Diesel
“With [The Customer Factory] people are ready to buy. They trust us. They've already done their research, they've seen us enough and so, we're seeing people just show up.”
