How Do I Avoid Having to Discount My Price?

You will always find yourself discounting your price if you don’t know the real reason why your customer wants to buy from you. It sounds easy to know why your customer wants to buy from you, but because it seems easy is exactly the reason why it’s so hard.
Stop the Discounting by Increasing Your Value:
 
 
Customers will always pay whatever price you want as long as they believe the value they are getting is greater than the price. The best time to find out what the value is that the prospect is looking for is during the prospecting phase. The worst time is during the close when you’re negotiating price. The reason is simple, the prospecting phase is when you’re developing confidence with the prospect and they’re far more likely to share truth and key details. If you wait until you’re negotiating the price, the customer knows money is in play