Discounting Can Be Dangerous

cover_OFPSA_Win2011_DiscountingCanBeDangerous_KZ-1Organization of Facial Plastic Surgery Assistants – Winter 2011
by Karen Zupko

Discounting is dangerous to your reputation and brand – not to mention costly.

Bought business is not good business. Research from top business schools, psychologists, consultants and Groupon victims prove that discounting can be a very expensive mistake.

Professor Paul Wang at the Kellogg Graduate School of Business published a paper describing two different types of buyers—transactional and relationship. Because facial plastic surgery now encompasses treatments requiring ongoing maintenance, smart practices will want to find and retain relationship oriented patients rather than the transactional Botox transaction buyers.