Meet the true needs of your Target, not their discount requests!

By Published On: 16 February 2024Categories: Strategic Digital Marketing

Discounts make customers happy in short term, but don’t in long term because price reduction creates confusion about the real value of the product and consequently lowers its reputation.

Just as children who receive many toys are not happy, customers who are spoiled with discounts and offers are not satisfied. This applies to both B2B and B2C.

Understand the needs of your customer!

You must understand the needs of your customer, not just give in to their requests! When we decide to apply a discount or special offer, we must be sure that we are doing it for a strategic reason. The discount should not be used as the predominant incentive for purchase.

Identify the needs behind the requests It is necessary to identify the needs behind the requests. In my consulting services, I help Marketing & Sales Business Units to derive the needs that determine the behavior of the Target from statistical data. The output determines having a clear compass of the target’s needs, which result in requests that are unconsciously unrelated to the need.

Avoid unnecessary discount temptations

The need for a discount is, in fact, a manifest request linked to a latent need. It is therefore necessary to have the tools to respond to needs. Avoid unnecessary discount temptations.

Value the customer’s need

Do not give in to the temptation to offer discounts, but rather value the customer’s need and offer them an adequate solution. Customers will appreciate this response to their needs much more than a temporary discount.

Written on 16 February 2024

Enrico Giubertoni

International Keynote Speaker, Autore. Aiuto le imprese a sfruttare il Marketing Digitale come leva strategica per conquistare il proprio Target

Discounts make customers happy in short term, but don’t in long term because price reduction creates confusion about the real value of the product and consequently lowers its reputation.

Just as children who receive many toys are not happy, customers who are spoiled with discounts and offers are not satisfied. This applies to both B2B and B2C.

Understand the needs of your customer!

You must understand the needs of your customer, not just give in to their requests! When we decide to apply a discount or special offer, we must be sure that we are doing it for a strategic reason. The discount should not be used as the predominant incentive for purchase.

Identify the needs behind the requests It is necessary to identify the needs behind the requests. In my consulting services, I help Marketing & Sales Business Units to derive the needs that determine the behavior of the Target from statistical data. The output determines having a clear compass of the target’s needs, which result in requests that are unconsciously unrelated to the need.

Avoid unnecessary discount temptations

The need for a discount is, in fact, a manifest request linked to a latent need. It is therefore necessary to have the tools to respond to needs. Avoid unnecessary discount temptations.

Value the customer’s need

Do not give in to the temptation to offer discounts, but rather value the customer’s need and offer them an adequate solution. Customers will appreciate this response to their needs much more than a temporary discount.