Discounts are addictive – why discounts don’t make customers more loyal

A guest post by sales expert Oliver Schumacher.

Recently, a salesperson told me about his biggest customer: “He wants a special price on every order. If I don’t go along with it, he immediately threatens to go to the competition.”

Many salespeople are familiar with this game. What starts as a small favor quickly becomes a habit. The discount, which was supposed to build trust, destroys it in the long run.

Why discounts are like sugar

A discount feels like a sweet reward to customers. But as with sugar, the question quickly arises: “What about next time?” – expectations rise, the effect diminishes.

Instead of building genuine loyalty, the following happens:

• Customers get used to discounts.
• The full price suddenly seems excessive.
• The actual value proposition takes a back seat.

In the end, price becomes a constant battle – and the relationship crumbles.

Loyalty does not come from discounts

True customer loyalty is not created through price, but through:

• Reliability – the customer knows where they stand.
• Added value – the product or service solves real problems.
• Honesty – no hide-and-seek, but clear communication.

Discounts, on the other hand, are like a band-aid: soothing in the short term, but not a solution in the long term.

Insights from my work as a speaker and trainer

In my lectures and seminars, I encourage salespeople to break the cycle of discounts. Instead of giving in reflexively, we work together to learn how to:

• Defend prices with pride and confidence.
• Use clear language to influence purchasing decisions.
• Build customer relationships based on trust rather than discounts.

The result? Salespeople who talk less about discounts and more about value. Customers who stay not because of the price, but because of the partnership.

Conclusion: Discounts make you weak – value makes you strong.

Discounts are addictive, but they don’t create loyalty. Loyalty arises when salespeople have the courage to stand by their price – and when customers feel that this provider is worth the money.

As a speaker, I inspire people to take exactly this path. And as a trainer, I prepare salespeople so that they are no longer caught in the discount spiral – but sell with pride and confidence.

Book Oliver Schumacher as a trainer or speaker: 1 (704) 804 1054 or oliver.schumacher@premium-speakers.com