You have to be very careful with discounts in some situations.<p>The case that we ran into involved a product that required a fairly large amount of time investment on the part of the user to be valuable. Our customers that were willing to devote a fair amount of up-front time and 30-60 min per day to our tool were getting a pretty massive ROI, both on the time they spent and the monthly subscription cost. Those that weren&#x27;t putting in the time got very little benefit. But we also found that when salespeople gave discounts for the first few months, our cancelation rate was significantly higher. We were much better off losing potential customers during the sales process because the customers we did end up signing had higher LTV and Net Promoter scores.<p>The lesson learned was that high&#x2F;full price increased the investment that customers felt in our product and triggered their impulse to get their money&#x27;s worth. Discounts signaled customers to make a shallow evaluation of the product and ultimately sabotaged our value proposition.