Never Discount To Get Sales-The Right Way To Trigger Sales

How does discounting work? What compels you to buy? Why do sales trigger a response to purchase? What are the psychological reasons why it's hard to resist a sale and how can you apply these principles to a service design business? Learn what a "reverse sale" is and why it works. Charge more while creating the feeling of a discount.
If you're looking for some context on how to apply this, look at this video with Ben Burns:
• I Wish I Knew This Whe...
1:22 - When should you give a discount?
4:25 - What are the exceptions when giving a discount?
5:30 - Give a discount to loyal customers
6:45 - Give a discount to a customer that buys in bulk.
8:30 - Give a discount to people who want the “early bird” special.
10:00 - Give a discount to for people who invest, and wait.
11:00 - How to use a good story to get people to buy.
12:45 - Give a discount to for people pay early.
15:15 - Why are we compelled to buy things at a discount?
Anchor - 16:40 - it holds you to a spot, compare the discount price to original price
Time Scarcity 19:30 - the deal is going to go away
Quantity Scarcity - 21:22 - Today only! Flash offer
Decision - 24:00
27:30 - What is the reverse sale concept?
38:00 - When can you use the reverse sale concept?
39:00 - Bonus Tip: How to apply this as a freelancer
40:45 - Recap
24k wood brim hats
www.woodbrimhats.com
===
🚀 Futur Accelerator
The step-by-step blueprint and coaching program designed to get your creative business off the ground:
thefutur.com/accelerator
🥇 Futur Pro
The professional creative community designed to grow your personal brand, your business, and your network:
thefutur.com/pro
✍️ Other Courses, Templates, and Tools:
thefutur.com/shop
🎙 The Futur Podcast:
thefutur.com/podcast
Recommended books, tools, music, resources, typefaces & more:
thefutur.com/recommendations
Music by Epidemic Sound:
share.epidemicsound.com/thefutur
Shorts Playlist:
www.youtube.com/@thefutur/shorts
We love getting your letters. Send them here:
The Futur c/o Chris Do
1702 Olympic Blvd.
Santa Monica, CA 90404
*By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.
-
Host- Chris Do
Content Director- Matthew Encina
Cinematography- Mark Contreras, Stewart Schuster, Ricky Lucas, Jona Garcia
Live Editor- Jona Garcia
Editor- Stewart Schuster, Mark Contreras, Ricky Lucas, Jona Garcia
Social Team: Elle Money, Alex Burlui
Futur Theme Music - Adam Sanborne www.adamsanborne.com
Typefaces: Futura, DIN, Helvetica Now, Calibre, Knockout, Champion Gothic
Futur theme song- Adam Sanborne

[@fredricklee]

This course puts what colleges and universities teach to shame. Very in-depth, yet straightforward. I think discounting without consideration of the exceptions (e.g. loyal customer) speaks volumes about the person and their business. Specifically, they do not think highly of their product or service, they are “thirsty” for sales and clients, or they have excess inventory due to poor planning. The reverse sale is a great model for use and the periodic increase in price shows perceived value. Chris’ explanation into the psychology of buying now was excellent and the use of icons like the anchor, diamond, clock, and knife were great in illustrating his point. This Whiteboard session should be viewed by all entrepreneurs regardless on the industry or profession.

[@blinka_777offical8]

Some just don't understand how to value themselves and have no idea what they need to plan for, it doesn't make them any less, life is about learning.

[@jakemelliot]

Yep.

[@syzygy4365]

Those loyal customers are refrered to grandfather accounts.

[@powersaverorb8802]

you are better than my university

[@thefutur]

Thanks 🙏

[@andrewmayo7457]

Truth though. By far and I went to a good school

[@themachismomatrix5236]

University are scams

[@xivx4679]

I third tht

[@jonathanjohnson5216]

😊😊😊😂

[@tallguynow]

I just copied his exact language on setting a high anchor for a quote and i scored about 6x what I was willing to work for.

[@thefutur]

Congrats. Don’t forget to send some to us.

[@scottwpilgrim]

@@thefutur toss a coin to your financial advisor? Lol

[@MrArtVein]

You can trust Scott Pilgrim, I heard he saved the world once

[@moralesserrano1]

Don't usually leave KZbin comments but I thought you deserved your flowers. My partner and I watched this video and used '12:45 - Give a discount to for people pay early.' We tested it out with a current client we had a net 30 contract with. The customer paid on the 30th day religiously. We added a line to take 1% off this billing cycle if they paid within net 15. While we thought we lowballed the discount, it was enough to get the customer to pay earlier. Really great content. Thank you.

[@lee_hyorin]

Ah The Futur, my favorite college

[@Bri-Lo]

better info than what I learned in college too lol

[@mohdvideos1]

EXACTLY

[@Martinit0]

25:57 Reverse Sale - how to raise prices without putting customers off. The key is timing of communication. Wrong timing gets you angry customers. Good stuff!

[@American_Boy]

This is such high value content 🔥

[@loop9427]

Indeed

[@nTrylo]

I've found so much success as a graphic designer through his KZbin mentorship. I couldn't have gone pro without him.

[@firebutterfly]

All their posts are. So delighted they share the inside patterns of a healthy company.

[@mrnguitui8490]

I'm like dammit🔥

[@lydiawere]

Does anyone find themselves smiling when these videos start? coz you just know it's going to be Awesome! Thanks for sharing.Learning a lot and grateful.

[@MrForestExplorer]

Is this guy the best teacher I've ever seen teach? The answer is yes, by a wide margin. What a blessing to the world that you're making this content available. Chris is the teacher/mentor that I've always wished I had in college and University. Part of the respect that his students and disciples have for him comes from his background and accomplishments, which seems to me to be a key quality that so many teachers lack. Of course, all his knowledge and experience has translated into incredibly valuable content taught in a really skillful way.

[@AmberLimShin]

i cannot get over how helpful the time stamps are. i still watch the whole video, but the timestamps are handy to scan through what the topics covered are.. thank you i appreciate this channel so much

[@thefutur]

thanks to the team, we are quicker to get timestamps up.

[@scaleded_it]

That "Early Payment" strategy is amazing! Thanks for this vid.

[@thefutur]

You're very welcome

[@BenMarriott]

Great video! I'm totally going to be using the reverse sale :D

[@eladbari]

To pull this tactics - you gotta already have a customer base that you communicate with. Wondering if there are other ways to give a potential customer- the feeling he is saving, without announcing 'hey, im gonna raise my prices soon'.

[@jman210210]

I'm an electrical contractor and even though I don't work in the tech industry all the lessons taught here apply to the electrical service industry! Great teachings that boost profit margins!!

[@thefutur]

Glad to hear

[@bigmacattk]

How much of a discount will you give me for that bent copper wire? Lol 😂

[@virgilhorghidan7496]

I love these whiteboard sessions. I hope you keep doing them.

[@Splatterpunk_OldNewYork]

I second that. White board sesh is the best sesh.

[@runescraper950430]

Tried the anchor method on one of my first animation project and it worked. Realised I was charging too low towards the end of a project. Beginning price was 2500$ for an architectural video animation. Came across this video and decided to charge my client $10k but later gave a discount down to $5k. Still managed to get a 100% increase. Not the best practice but a much needed one as the cost to do the project was around $2k and it was stretched over 3 months of hard work. Thanks for teaching this method! You may check out the video on my profile if you are interested.

[@runescraper950430]

@Macaulay Yeap. First freelance project out of college. Didn't have a portfolio to back me up either. But it did taught me alot.

[@luciano.armani]

god bless the day i ran into Chris Do... you added so much value to my life as a designer man, srsly, big respect.

[@thefutur]

Appreciate it

[@ljwhitmire200]

I completely agree when it comes to a service business. I never discounted anything. When a customer asked, I told them that I didn't discount my quality. No exceptions. Of course, I had to have top quality service. I could prove that over time, even though my service was higher in price, they would save money over the bottom feeders. It worked very well. If a customer was a discount shopper, I didn't want their business anyway. I've had less success in a product oriented business. I try not to compete on price, but it's tough!

[@JayAlejandro]

I stumbled on your channel 2 weeks back and I've gotten lots of value from what you and your team are doing here. I'm an air force veteran turned social media marketer and I have one client that owns a restaurant. I've started running ads, sending emails, coupons, talking to customers, funnel, etc. The previous marketer was literally sleeping on the job and just posting flyers for events and everything was organic-based. This guy collected emails and numbers and didn't do anything with them. All this stuff you're teaching I went to school and even borrowed books from the library to be very technical in execution. I'm going to clean up my youtube channel and share my results and journey along the way. Thanks for providing this information and selflessly contributing to your follower's success. Jay

[@thefutur]

Welcome to the Futur Jay

[@DEVUNK88]

I've been in retail selling my own products for 15 years and I can tell you, we never discount, only if a customer asks privately for a couple bucks off, and only after establishing a bond or relationship based on interest or when customer wants big orders, but we know are margins and its rare, also I spend more time giving customers reasons why the price is worth it, build up your product instead, and only offer specials, limited time only things like that, but rare, I'm only about 2 minutes in and I just want to say that, now I'm going to shut up and listen and maybe learn why I was wrong and how I can do better, lol

[@ThePianoKeys]

The reverse sale is such a simple and elegant concept! It's funny that you rarely get people advising you to use this method of generating sales. Thanks so much for your incredibly valuable content!

[@EddyTritten]

So much transparency, inspires respect

[@KafaJunkie]

This was a fantastic video!! Thank you for breaking it down for us. I didn't realize I was already doing some of these things on my own, but the way you lay it out really makes sense. Extra props to your team for the great video production, and to you for being so relaxing and easy to listen to / follow - you're better than 90% of ADHD KZbinrs out there!!!

[@thefuturfarm2074]

You're one of my favourite teachers on KZbin

[@thefutur]

Thanks

[@MichaelNorthThe_Atom]

I am grateful to all of you. You have been a big part of my learning as I launch my first biz this year. Which I have already started on that journey. I have my LLC I have my EIN I have jointed my local chamber of commerce. It was not hard you have helped me learn sales/marketing and I continue to learn. Thank you all for what you are doing, and making this information accessible!

[@thehilaryglow]

I'm actually not forced into making any decision anymore, I think Covid had made me a better person in that sense. I don't buy so much stuff anymore, and when I do, it's things I've had on my wishlists forever and I truly need them. I wait for Black Friday or other holiday deals, I have to. During the pandemic, I've experienced a real struggle to survive and my financial stability was in danger. I'm trying to work hard now, work my way up again. I need to get back on track and even earn more, finally become independent as a freelancer. But that constant struggling has made me realize how I must re-adjust my lifestyle to my means, and for the first time, minimalism isn't just an aesthetic to me, but the only way to survive. And now, my mind has shifted towards a less materialistic approach to life, and I live according to that new mindset. As I figure out daily, a little goes a long way. I find profound joy in the least of what I can get, I appreciate that small amount and stretch it as much as I can. I enjoy what I have or can have more, because I know I can't get an unlimited amount of it. Every bite of food is more delicious, and every time I go out with friends the fun we have together feels more meaningful. So that being said (written), is it possible to build and run a business? Now that I've become a more sustainable person, a minimalist, now that I know the importance of every single penny... How do I make sure I get paid enough, without the guilt that comes along with that success? I DO believe in my abilities. I'm giving out all the skills I've worked so hard my entire life to obtain. I'm talented and I have a unique style, I can help people portray themselves/their products in an exciting way. I do everything the best way I can, 100%. So it's not about not believing in myself or in my services. It's about feeling right with my pricing, feeling like I deserve that money. I know I do, but I struggle with that mentally, because I, myself, know how hard it is to survive these days. I'd love to read any insight... perhaps from creatives starting up the same way I do. Thanks and Shalom.

[@socialsimodesign926]

I will use it when I talk with potential customers !🙋‍♀️

[@AmrAlchalati]

I love your content and it is very educational! I'm currently watching everything on your channel, so thanks for putting these seminars together for us to learn from ❤️

[@RebelRaysGmbH]

Man this is exactly what I was looking for. A course with a focus on the audience. I really would love to see more of this format, teaching directly to the viewers. And this is the way business focused people want to gain information. So many thanks to your effort and this possibility u gave us all :)

[@thefutur]

More to come

[@travelwjp]

Thank you for putting all this great content together along with the helpful links in the description. Look forward to learning more 👍🏼👍🏼

[@SyamAraragi]

I've been planning to run my own business and so glad I found your channel. Learned a lot!

[@abuferasabdullah]

Simple & Clear 👍🏼 واضح و مبسط

[@lilliillliiiljlijjlli7831]

I"m gonna tell my kids this is Qui-Gonn Jinn

[@thefutur]

haha

[@freedomwryta5149]

Thank you for these sessions!

[@kevinolega1]

Thank you for sharing this. I'll test this today.

[@franklynnyein127]

The best video about sales I've watched this month. 🎉

[@fekete-kiss-sandor]

Very in depth thorough informations and ideas! Thanks for it!

[@DanDanFAlves]

I sell t-shirts on-line in Brazil. I will DEFINITLY use the reverse sell to raise the prices next year. Thanks for giving me courage to do that :)

[@thefutur]

The key is to let people know.

[@brightonblogger]

Chris Do is so compelling and a great presenter. The reverse sale, applying this to services and flagging price increases at the same time as asking clients for new work = I'm Sold! Thanks.

[@Kreepykrap92]

This is the best video I have ever seen. Thank you!🤗

[@cljfox]

Love this so much! Thank you. Very clearly explained.

[@man_zo4138]

I hope I can see the next one live and ask some questions! Is there a schedule you have for these? Where do you post in advance to let people know when you're going to go live? Great content as always!

[@nataliekenney9679]

The info you are sharing is priceless.

[@MartinV.]

6 min into this.... and it's already gold!!

[@koolworldorder44]

I can really appreciate how well you articulate these things. Much respect for bringing valuable information to the people

[@vals.]

Awesome session! Thanks

[@lantigre]

First vid i've watched from this channel. Excellent vid. Subscribed!

[@yusufkazeem97]

This is fantastic, straightforward and clear. Thank you for this lesson

[@mrhollandify]

One of THE MOST UNDERRATED content creators on KZbin. TheFutur and Team, thanks for all you do!

[@eriksanchez8750]

Awesome Chris!! Always great content

[@LeoTheTherapist]

This is the kind of content i want on my youtube feed... Ps: Its insane that they dont teach this at uni :/ tragic

[@chelseaphilice7458]

You know why!!

[@franfernandez8806]

Here, 2021 and this video keeps Helping! Thanks!

[@jasonng3239]

Never discount and remember to take deposit. Even your close friend.

[@trevor_osborn]

Especially your closest friend, otherwise they might not become that anymore.

[@jasonng3239]

@@trevor_osborn ya. Keep delaying the payment but want more free revision. Damn

[@trevor_osborn]

@@jasonng3239 😂

[@bluntbrave4488]

Especially 'close' friends 😂

[@kelang78]

Friends, double the price then 50% discount and the rest keep the change 😅

[@AvacadoPictures]

This is the best Sales/Business video I've ever watched on KZbin, I'll be sure to apply and test out these methods as they sound great. i am definitely sharing it with some of my friends. may your business prosper!!!

[@thefutur]

Thank you 🙏

[@stacy_isa]

I love this energy in his speech

[@vienpalanca9353]

I love it. Thank you for sharing this.

[@des7638]

Amazing video. Thank you guys!

[@ief2130]

I can't believe that I get all this knowledge for FREE ...❤

[@ericallnight]

Thanks for all your content. SOOO useful!!

[@aml6400]

You are great at explaining these concepts. Learned some things from you. Will try and apply these concepts

[@MushkyFuchs]

Loved this style video! It was so informative and interesting! Thanks for sharing! You guys are awesome 🙏🏻 excited for the next 2 whiteboard sessions coming out

[@thefutur]

Make sure you tune in.

[@makebelieverOrBeliev]

Can't wait to start implementing this info...ty

[@forgodani]

Strong content as always... amazing! Thank you!

[@QarlsenOfficial]

Thank you, perfect video!

[@TheNyapism]

tthis is the first time i felt thankful for youtube recommends. great content.

[@sarraahasan6884]

Thank you! for all the valuable information

[@VerveDev]

Absolutely loved this!

[@DoxieMama30]

Thank you for this video, this was a lot of great information!

[@sophiechen8164]

Thank you for creating these videos! :) I love watching. Your energy and presentation skills are on point! Love and peace!

[@thefutur]

Thank you

[@DimiHard]

Awesome stuff! Thank you for taking the time to sharing the knowledge with us!

[@ivanl8408]

Awesome video!!! I absolutely love this guy!!! just found him.!!! great job!!!

[@junifertutavaha7018]

Thank you the future team. Good tips and strategies.

[@poetikj4146]

Thanks so much for this.

[@houseofvalue]

Always delivering the goods sir..! Thank you !

[@ayushrajpal6116]

I've heard alot about INFLUENCE. But now that Chris has recommended it... I'm definitely getting a copy. Thank you so much for this session. 😊😊

[@halalplacestoeat9444]

I like this guys teaching style

[@ThatMochaMasculine]

Wow 🤩Thank You ❤️ I’ve learned so much

[@ThomasBerumen]

Powerful! I'm about to write a client that hasn't made a decision, yet keeps throwing ideas. I waste too much time being divergent. I want to lock in the next sale, you really gave me a lot of ideas that I'll put into todays email! I was lucky to have sold them on a half day and they paid upfront. So I've got a solid anchor to work with at the rate I am most comfortable with.

[@OOYAH]

so much value, loving all the content!

[@geelau6986]

Your videos have helped me so much. Thank you!

[@renascienza.bazarclub]

The power of icons: an icon in the right context can behave like a physical and tangible thing. This could be just one more lecture in thousands of good ones. And I could grab the basics and sadly forget the details, but now I have four almost tangible objects on my mind: an anchor, a clock, a diamond and a knife! And everytime I build a marketing campaign in the future, I will imagine these objects in my desk, in my hands, and remember about these principles again. Maybe I even will buy real physical tokens of these icons. This is how design can be a game changer for people: shapes can mean.

[@madArt1981]

This is awesome. Thank you!

[@aleksandarvasilevski3709]

Great stuff and very precisely explained :)

[@costacoffee4life665]

Really appreciate this

[@VividTen]

the best information!!! TYSM!! 🙌

[@paulsbarker]

The information shared is very logical and delivered really well. Thanks Chris & team for sharing, really appreciated.

[@annieadimulam8863]

wow key points especially for me as a freelancer, this is gold! free but priceless education! thank you Chris!

[@Vigz97]

This just makes sense. I can't wait to apply the knowledge. Watching from Kenya

[@thefutur]

hello Gabriel from Kenya.

[@Vigz97]

@@thefutur I found this channel a few weeks ago and I can't get enough of the insights and authenticity of the content. Keep up the good work guys 🙌🏾

[@IanEfford]

Love these types of videos! I always wondered about discounting and this video explained it well. I have a question about "Early payment", wouldn't the client see that you added 2% onto the price, just to be able to offer a discount of 2%? Has that happened to you and if so, how did you respond?

[@TheKidNamedHosea]

The last 15 minutes of this was pure gold. Super helpful as a freelancer myself

[@josesancesm]

Thank you so much Chris!

[@innerwoven_]

Dude, you are a gem of a teacher, Thank you for making these lessons easily assessable!! Its the college business class I never got but not outdated!!

[@djtonytoneBKS]

I am so Blessed that I came across your channel, you are Truly in your Calling, doing these videos. THANK YOU!!!!! I will continue to watch and learn. I would love to see your response on how to navigate in the current financial climate we are in now. Blessings Always!!!

[@thefutur]

Wonderful!

[@therealeffect]

Learning so many amazing things. Thank you so much!

[@ianpatrick23]

Such a great explanation of meaningful concepts

[@swx6074]

Loved it!

[@AxelAxe]

Super useful class Chris. Thanks a lot for all the content you’re making man. 💪

[@thefutur]

Thank you

[@florianblach7869]

Very informative and good video, thanks a lot Chris!

[@mateocarino]

So much to learn from you

[@adrianaforex]

Thank you for so much value

[@insightdesignsolutionsinc.]

Incredible info! ❤️💥Thank you @TheFutur & @ChrisDo... I wish I could've tuned in live. Q: at one point in time (early 90's) giving a discount was perceived as sort of a "used car" policy and was frowned upon b/c it cheapened the way the company appeared. Has this perception disappeared or can it still exist?