How Bad Thinking Can Lead You to Discount Your Prices

Charles H. Green By Charles H. Green, Contributing Editor

RainToday.com recently published its Fees and Pricing Benchmark Report: Consulting Industry 2008 in which they analyzed a ton of data from 645 consultants. There were six price-related topics, all of which are interesting. But one in particular caught my eye: the analysis on discounting.

As the authors point out, discounting is Ground Zero for hypocrisy in pricing. Everyone decries it, yet everyone, (actually, 65%), does it. It reminds me of dieting: "I know I shouldn't, but this one little brownie won't hurt. And I'll get back on the wagon again tomorrow."

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