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Competitively offer discounts.

I run into this scenario from time to time. Prospect is in the market and looks at 3 or 4 options. I know the options they mention and exactly how we compare. I usually can see this coming from a mile away. They will decide on price. I can feel it in my bones. So I tell clients from time to time, if it comes down to us and so and so and it's price, let us see if we can compete. People rarely ask for a discount. they just go with the cheaper option without even trying. why? why would they not try to get more for their money? weeeee willlllllll diiiisssccccccounnnnnntย 
what gives?ย 
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