When you own a business, it is up to you to designate the value of your service(s) or product(s) and ask for it. This sometimes includes negotiating with your prospect or a returning customer to come to a more agreeable [to the consumer] price while still maintaining the “value” of what you are offering.
Doing it Your Way
If you choose to discount so heavily that you do not profit from the transaction, there is usually a method to your madness. If you choose to give it away altogether, chances are, you are looking at the transaction as an investment [on your part] towards future business [read profit] from the customer/client or by way of the exposure they may be able to provide.
The same can be said if you “barter” or otherwise trade product(s) and/or service(s). You may not get cash in the hand, but surely you negotiated…
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