S2E2 - Breaking Free from the Discount Trap

Season 2 of The Pricing Guys kicks off with a deep dive into discounting — one of the most dangerous pricing tactics. Michael and Avy share stories from B2C and B2B markets, showing how discounts reshape expectations, set risky internal benchmarks, and create cycles that are tough to escape once they start. Discover why value-adds and smarter alternatives beat discounting every time.