The client must know the risks of not solving the problem
According to Selling Power, the basic thing is to explain to the client how much money they will lose and what risk they'll be taking if they reject your product. The customer has to understand that the offer is favorable on its own, with no discount, and that the worst thing to do would be to do nothing. If you manage this, the chances that the client asks for a discount are very much decreased.
You must work with emotions
If you know how to work with the emotions of the client, you should be able to make them yearn for your product, regardless of whether they get it with a discount or not. Present a vision to the customer and target their emotional perception with your presentation, because the decision about the purchase consists primarily of an emotional level, the rational one only comes only second.
The difference between value and price
Not only customers,but also businesspeople often confuse the price and the value of a certain solution. Price is the financial quantification of what the client pays for the purchase. Value is the sum of all the qualities and benefits that the product will bring to the life of the client, and not all of them can be expressed in money. The more you are able to convince the client that your product is very valuable for them personally, the less you will have to deal with discount requests.
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