---
id: "action-substitute-b2b-discounts-with-perks"
type: "action-item"
source_timestamps: ["§ Engender goodwill with repeat customers"]
tags: ["b2b-sales", "margin-protection"]
related: ["concept-goodwill-discounting"]
speakers: ["Rafi Mohammed"]
action: "Replace margin-eroding B2B price discounts with lower-cost relationship perks like meals or premium service."
outcome: "Maintains customer goodwill while protecting the company's net profit margin."
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-ext-22-art-of-discounting"
sourceUrl: "https://hbr.org/2026/05/the-art-of-discounting"
sourceTitle: "The Art of Discounting"
---
# Substitute B2B goodwill discounts with cheaper perks

**Action:** In B2B sales, instead of slicing margins by keeping prices flat, offer cheaper perks that directly please the *individual buyer* — white-glove service, a fancy meal, a round of golf.

**Why:** B2B buyers usually spend *company* money, so a price discount benefits their employer's bottom line but does little to build personal goodwill — while still eroding the seller's margin. See [[concept-goodwill-discounting]].

**Outcome:** Maintains relationship goodwill while protecting net profit margin. (Enrichment caveat: a genuine price cut can still be rational when it materially raises deal probability or secures a long-term contract.)