The response to my article last week (available here) on the perils of discounting was overwhelming. Thank you, it clearly struck a chord…
Thank you for this! We have a new product and several “experts” have told us we need to offer discounts, coupons, etc. and we have refused, for the reasons you have clearly described.
We want to build value, not subtract from it. We’ll offer extras (at low cost to us) as incentives from time to time, without budging on our price.
Please continue your insights, always food for thought!
Susan Burnell, APR
Scoville Warming Texas Hot Sauce
I strongly applaud Susan for ignoring the ex-spurts and proudly standing firm by their brand’s value. (Ex-spurt: From the Latin “ex” a has-been and “spurt” a drip under pressure.)
It’s more important than you probably realize.
Because people don’t just discount the price of their products or services, they often discount their own value.
And when you do that, discounting doesn’t just cost you money, it also costs you your well-being.
People discount or undervalue out of a perceived need to be humble. And that’s a dangerous form of self-sabotage. If you’re good at something there’s no need to be humble, you’re not bragging about it you’re just stating facts.
Remember, excellence never goes on sale.
Speaking of which, Susan’s brand has a fabulous backstory. In 2005, Sue planted habanero peppers next to the flowers in their garden. When they ripened, she picked one for her husband Bob to try. After quenching the burn, he said, “we should make hot sauce with these!” And so it began.
They certainly followed the #StadiumStatus motto:
“Think Big, Start Small, Act Now”
Scoville Warming Hot Sauce is a Texas based family business and they donate a percentage of the profits from their business to causes related to education and health.
No sales pitch from me today on my products, instead if you like hot sauce or know someone who does, I encourage you to check out Sue and Bob’s brand. Plus they sell a VERY cool hot sauce holster, made of hand-crafted Texas leather…