Ivan Goldberg's blogs are always well worth subscribing to and reading. As always, he hits the nail on the head with article on pricing (and the benefits of putting prices up, and the pitfalls of offering a discount).
Just look at a very simple example. A business buys in a product at £10.00 each and sells them successfully at £15.00, a markup of 50%. The Finance Director suggests at a Board meeting that if we offer a 10% discount then sales would expand so it is given a try. How often have we heard that opinion? Instead of making a margin of §£5.00 per item, now we make £3.50 and believe it it or not we have to sell over 40% more product just to achieve the same result. https://www.ivanjgoldberg.com/