Customers may occasionally ask for a discount for your products or services. Your response will determine how your working relationship will continue: will you keep their business or will they churn? Will you risk eroding your profit margins or keep your products at the price they’re supposed to be?Though discounts should be given sparingly, sometimes, they may be good for business: 80 percent of consumers feel encouraged to make a first-time purchase with a brand that is new to them if they find an offer or discount. This means that people are more willing to purchase if it’s a good deal for them – and that’s true in B2B, too.But, how you answer will depend on many factors, including who’s asking, the size of the discount, and the reason they’re asking. That’s why you need to be methodical about your reply and prepare to have a meaningful conversation with the customer or prospect.To help you navigate these discussions, you can use our 10 effective sample replies and our sample email reply to a customer asking for a discount. But first, a few tips on crafting your response.
6 tips to respond to customers asking for discounts
- Get at the heart of the request. Depending on where the customer is in your sales process, your approach to this request may be different. For example, if you receive this request from an existing customer, it may be because they don’t feel they’re getting their money’s worth for your product or service. Conversely, if this request comes from a prospect, you may need to explore whether pricing is their true objection to buying.
- Consider whether you should oblige. As we mentioned, giving in may sometimes be good for business. It all depends on your company’s policy as well as the business upside. Consider, for example:
- The customer’s financial health (if the customer just got funding, you may have a good long-term deal in your hands)
- The customer’s buying patterns (if you know them well enough)
- The value of the customer account (e.g. giving discounts to enterprise customers may help you keep their business in the long run)
- The impact on your reputation (e.g. accepting a high discount may seem like you’re overpriced, to begin with)
- Think about what form your discount will take. Package deals or annual purchases are a popular move to offer discounted prices. Also, you could try other reciprocal requests like asking for referrals, interviews, or joint events.
- Standardize the process. Your company may have a standard way of handling discounts (e.g. 10% to enterprise customers only). When unsure, ask someone higher up whether they’d authorize the discount in each case. If you feel you should give the discount, you may even need to prepare a business case for your manager explaining why.
- Create a sense of urgency. A good way to approach a discount request – if your prospect is well into the sales process – is to use it as a way to seal the deal faster. For example, if you decide to give the discount, you can say it’s only valid until the next day to encourage them to sign.
- Keep your cool when saying no. If you absolutely have to reply negatively to the customer’s request for a discount, do so politely. Say you’re sorry, but that the price you offered them is the best value package. Stand your ground without getting defensive or forceful, even if the customer insists.
10 sample replies to customers asking for discount
As we said, which reply you’ll choose depends on many factors. Sometimes, you can use more than one sample reply to drive a conversation. Here are 10 samples:
1. “How much do you have in mind?”
This question is useful to ask if you think you might lose a deal with a potential customer. You'll be able to get a glimpse of what your potential customer is thinking. If they ask for an exorbitant amount, you might suspect they haven’t fully understood the value of your services and you may need to educate them a bit more.
2. “Is price your only objection?”
You can ask this question to explore whether the customer is really interested in buying and only has hesitation about the price. Usually, you’ll be further along the sales process. If the customer says yes, then you know you can seal the deal if you provide the discount.
3. “Could you give me some background on this request?”
You can ask this if you’re not sure where the discount request is coming from – especially if you’ve already talked a bit about their budget or the price range they had in mind. Either way, this will help you get more information on why the customer is asking for a discount. Sometimes, they just want to see how low you can drop the price while other times they truly have budget constraints.
4. “Absolutely, we’ll talk about pricing, but let’s talk about how we can bring value to you first.”
Most customers will first want to understand whether your product is right for them before discussing the price. If, however, someone goes to the subject of the price immediately, try to get them to take a step back. You need first to determine if your product or service will meet their needs.
5. “I can give you a discount with the annual plan, would that interest you?”
This is an answer that tries to strike a deal with the customer. You’re not saying no. You’re proposing a way for them to get a discount that may not cost you much but will go a long way in making them satisfied. Use this answer if you’re at the point of discussing pricing structures and you’ve already talked about your products or services and what the customer needs.
6. “I could offer you a discount on the full suite.”
Similar to the answer above, you’ll now try to determine whether the customer can buy the full suite of services and get the discount as a package deal. For example, if you’re selling software, you can tell them you can secure a discount if they purchase the add-ons, too. Be careful not to appear pushy here – use the information you have on the customer’s pain points to explain why you think these add-ons would benefit them.
7. “Yes, we can give you a 15% discount.”
Sometimes, it really is that simple. If it’s a high-paying customer, a valuable prospect, a good referral, or generally an important opportunity for your business, grant them the favor. A discount in these cases can help forge a relationship of trust and encourage the customer to spread the word for your company.
8. “Maybe this pricing plan would work better for you?”
This is one of the alternatives to a discount you could try. Perhaps the customer doesn’t need this add-on or that service. Perhaps another plan would be better suited for their needs. Clearly explain the plans available and what each entails to find something that suits the customer.
9. “We generally don’t give discounts, would you like to try out our services for a week for free?”
This answer depends on whether your business is set up with free trials and where the customer is in your sales funnel. You probably wouldn’t say that to a customer you’ve had multiple calls with, but you might say it to a potential customer who’s just beginning to engage with your company. A free trial can help them realize the value of your product, making the sale – at full price – easier later on.
10. “I’m sorry, we’re not able to give a discount.”
Give this answer only if you’ve exhausted all other options. It’ll not be a pleasant discussion to have but, if you handle this correctly, some prospects may buy anyway. Just preface with saying you considered it seriously but that the price you quoted fully reflects the value the customer is getting and you can’t go below that.
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Sample email reply to customer asking for discount
We have three templates you can use and modify for individual cases. Text within brackets is placeholder text that you can modify or remove if it doesn’t fit the situation at hand.
Positive response to a discount request
Re: Your discount request
Hello [Customer/Prospect],I have good news to share. After talking with my manager, we’re able to secure a [10%] discount for you [if you purchase the full platform/upgrade on the annual plan].[With this purchase, you’ll be able to use our [premium feature 1] – usually sold separately – to increase your marketing reach to targeted demographics. I believe this will help you hit your ambitious goals for next year].Let me know what you think and whether you have any questions. Let’s jump in a call if it’s more convenient.Thanks,[Your name]
Negative response to a discount request
Regarding your discount request
Hello [Customer/Prospect],I’m getting back to you regarding the discount you mentioned in your last email. I discussed this with my team and, unfortunately, we’re unable to provide a discount at this time. [The pricing plan we discussed in our call is already our best value package and we can’t go any lower than that without doing our product a disservice.]Sorry I couldn’t be of more help. Let me know if there’s anything else I can assist you with.Thanks,[Your name]
Non-committal response to a discount request
Re: Our product value
Hello [Customer/Prospect],Thanks for your question – I understand that pricing is important and I’d be happy to have a conversation about it.[However, I’d first like to learn more about the challenges you’re facing and how Acme’s services can help. We have various pricing options and packages that may match your needs and I’d like to help you find the best one for your company.]Let’s jump in a quick call sometime this week. Click on {this link} to book an appointment with me.Thanks,[Your name]
