Why is it advisable to avoid using the term 'discount' during negotiations?

Using the term 'discount' during negotiations can indeed lead to the devaluation of the entire deal. When a salesperson introduces the idea of a discount, it implies that the original price was inflated or not reflective of the true value of the service or product being offered. This can undermine the perceived worth of what is being sold, making customers question whether they're getting a fair deal or if they could possibly negotiate for an even lower price in the future.

Moreover, framing a conversation around discounts can shift the client's focus from the quality, benefits, and value of the service or product to simply seeking the lowest price. This can dilute the sales pitch, making it harder to establish a strong value proposition and compelling reasoning for why the client should choose Terminix's services over competitors. Ultimately, this approach can lead to a perception of the entire offering as less valuable, which is detrimental to closing the sale successfully.