The Look-Alike Discount

The chart tracks a year of deals all won on price. The dark line near the top is what it felt like you kept, dipping only a little with each 10% off. The red line below is the profit you actually kept, sliding down fast. The shaded gap between them is six figures given away, one harmless-looking discount at a time. When nothing else sets you apart, the buyer compares the only thing that does - the number.