High-Profit Selling: Why You Can Never Un-Discount A Discount w/ Mark Hunter [Episode 27]

Mark Hunter is The Sales Hunter, and a master of selling high value at full price. He’s the author of the book, High-Profit Selling.

In this episode, Mark describes the steps you need to take to develop the competence, confidence and credibility that enable you to sell at full price. Mark also shows how discounting changes the very nature of your relationship with your customers. (And not in a good way). He also addresses the critical importance of sales reps making a personal commitment to continuous learning and demonstrates how this directly ties to your ability to sell value at full-price and maintain relevance to your buyers. If you’re a CEO, VP of Sales or Sales Ops, or a sales leader you do not want to not miss this episode with The Sales Hunter.

Mark doesn’t pull any punches in this episode. He gets right to the heart of one of the most pervasive bad habits in sales today: discounting. And he’s got one clear message: once you give that discount, you can’t take it back. You’ve reset the buyer’s expectations, not just for this deal, but for every deal going forward.

In our conversation, Mark explains how discounting undermines your credibility and erodes trust, two things that are hard to build and easy to lose. He breaks down how top-performing sellers can command full price by doing the real work: understanding the buyer, uncovering true value, and demonstrating relevance at every touchpoint.

This episode pairs perfectly with our discussion on “The Goldilocks Paradox,” where we talk about finding the balance between confidence and humility in sales. Mark reinforces that confident sellers—those who invest in developing their skills and business acumen – don’t need to discount. They’ve earned the right to sell on value.