If this is you, then you’ll be pleased to know that you’re not alone. Many businesses feel pressured to offer discounts just to attract customers, but this approach can undermine your brand and profitability in the long run.

In Kenya, we say, “Cheap is expensive,” meaning that while discounts might bring in customers initially, they can eventually lead to several negative consequences. Customers may begin to question the quality of your product, your profit margins may shrink, and your brand value could suffer. Worse, it could create a dependency on discounts, further eroding your ability to command full price.

Why compete on price when you can innovate, differentiate, and lead in your market? At The Strategycenter, we specialize in Blue Ocean Strategy which helps businesses escape the discount trap by shifting the focus from competing on price to creating unique value that attracts customers without price wars.