Introduce a significantly more expensive, highly customized version of your service alongside your main offering. This price anchor makes the actual product you want to sell appear like a fantastic deal, even if it has a high price point, thereby increasing conversion rates.

Despite their power, premium offers are a poor starting point for new ventures without established credibility. Use free or discounted 'foot-in-the-door' offers to prove your value and build a reputation, then transition to a premium model. This approach de-risks customer acquisition when you're an unknown entity.

To sell more of a $300 package instead of a $200 one, introduce a $500 option. Most won't buy the decoy, but its presence shifts the customer's reference point, making the $300 package appear more reasonable and valuable by comparison.

Instead of offering a fixed lifetime price (e.g., "$10/month forever"), offer a percentage or dollar amount off the retail price. This allows you to raise your base prices in the future to account for inflation or added value, while still honoring the discount for loyal customers.

Even if rarely purchased, a premium one-on-one offer serves as a powerful value anchor. Its high price tag transfers a degree of perceived value to your more accessible, scalable products. To work, you must confront the high price directly with prospects before offering a downsell.

Discounted offers make sales teams feel that prospects are "ready to spend," overcoming their limiting beliefs about selling. This increased conviction is a key mental benefit, even if upsell conversion rates are the same as with free leads. It makes the team more invested in the sales process.

When pressured to hit quarterly targets with promotions, use a simple filter: 'Does this action increase the long-term desirability of my full-price product?' This framework helps balance immediate revenue needs with the crucial goal of protecting and building brand equity, preventing a downward spiral of discounting.

While intended to drive sales, frequent discounting damages brand perception by training consumers to see the brand as low-value. This creates a "deselection barrier" where they won't consider it at full price, eroding long-term brand equity for short-term gains.

Offering an unprompted discount is described as the "most pathetic thing in sales." It immediately transforms you from a trusted advisor into a transactional salesperson, erodes all built-up trust, and signals that your initial price was inflated.