In a recent LinkedIn post, Mark Hunter, also known as The Sales Hunter, discusses the detrimental effects of using price discounts as a primary strategy to close sales. Hunter argues that this common practice, often seen as a quick fix, can fundamentally undermine both the salesperson’s mindset and the perceived value offered to customers.
Hunter begins by highlighting the internal conflict created by resorting to discounts, stating:
“Discounting your price to close a sale is a disease that destroys your mind and the value you create for your customers.”
According to Hunter, this approach sends a damaging message internally, suggesting that the salesperson’s own belief in their product or service’s worth is wavering. He elaborates on the internal repercussions, noting that it signals:
“First is you’re telling yourself your value prop is not worth what you think it is.”
The Erosion of Perceived Value
Beyond the internal impact, Mark Hunter emphasizes how consistent discounting erodes the customer’s perception of value over time. When a customer is sold to multiple times, and discounts are frequently applied, they begin to view the initial price not as a reflection of true worth, but as a negotiable starting point. This can lead to a cycle where customers expect discounts, making it harder to sell at full price in the future.
Hunter points out this long-term consequence:
“Second, if you sell to the same customer multiple times you’re telling your customer your price is just a starting point.”
Addressing the ‘Discounting Disease’
The core of Hunter’s message is a call to re-evaluate sales strategies and build a stronger foundation of value-based selling. Instead of relying on price reductions, he encourages sales professionals to focus on articulating and demonstrating the unique benefits and solutions their offerings provide. While the specific strategies for overcoming this ‘disease’ are detailed in his podcast, his LinkedIn post serves as a critical warning against a practice that can jeopardize long-term sales success and customer relationships.
Mark Hunter often advocates for a sales approach that prioritizes understanding customer needs and aligning solutions with those needs, rather than using price as the primary lever. His insights aim to empower sales professionals to maintain their confidence in their offerings and to build lasting value for their clientele.
He also shared a promotional link for StreamYard, a platform for streaming, offering a discount for new users.
📝 About This Content
This article is based on insights shared by Mark Hunter on LinkedIn.
📅 Originally posted on September 7, 2026 | View original post on LinkedIn →