In a world where the issue of discounts is commonplace, we are often unaware of the deeper psychological and energetic impact of this concept. At first glance, discounting seems to be a business strategy, but if we look deeper – through the prism of ancient wisdom and modern neuroscience – we find that it is a question of intrinsic value, a consciousness of abundance and a relationship with the self.
Let’s first look at the general psychology of discounts, and then we will explore how this applies to the investment in coaching.
1. The psychology of discounts: how do they affect value?
Discounts have a powerful impact on the way we perceive the value of products, services and even ourselves.
Ancient wisdom on value
In traditional cultures, there was a concept of energy exchange – value was not only determined by money, but by the input one was willing to give for a particular good or knowledge. In ancient India, a student and a teacher entered into a Dakshina – an arrangement where the student not only received knowledge, but had to give something in return. It was not a trade, but a commitment to the value and respect of knowledge.
In Taoism, there is also a principle of harmonious exchange – if the energy is out of balance, there is disharmony. If one receives more than one is willing to give, one does not feel the full value of what one has received on an unconscious level.
The modern science of discounts
Psychological research shows that discounts have a paradoxical effect – people think they are appreciated, but in reality:
✅ Cheaper = less value in the eyes of the buyer
✅ More expensive = greater sense of satisfaction and value
One of the most famous experiments is the placebo effect of price. Researchers offered people the same wine but with different price tags. Those who drank the “more expensive” wine rated it as significantly higher quality, while brain scans showed greater activation of the pleasure centres.
Similar research has been done with therapies and services: when people pay more for something, they are more committed to the results and have a greater impact.
This brings us to a key point: a discount can reduce the perception of value – not only of the product, but also of the person offering it.
2. The role of price in coaching: investment or devaluation?
When it comes to coaching and personal growth, discounting is not just a question of price – it ‘s a question of attitude.
Why do people ask for a discount on coaching?
- The habit of negotiation – People who are successful in business often check whether they can get a better price. This is a common practice, but not always sensible in coaching.
- Unconscious self-doubt – If a person is not invested in him/herself, he/she often unconsciously does not see his/her own value. If we give her a discount, this may confirm her inner feeling: “I am not worthy enough to pay full price”.
- Fear of the unknown – Coaching is a process that requires courage. Investing in coaching often means accepting responsibility for your own change, and letting go can be an unconscious attempt to avoid this responsibility.
What happens when the coach discounts?
If a coach agrees to a discount without having a good reason, it sends the following message:
❌ “Maybe my work is not so valuable.”
❌ “Maybe it’s not really worth the price.”
❌ “I don’t stand fully behind what I offer.”
This inadvertently creates a vibe of scarcity – not only for ourselves, but also for the customer.
How can a coach offer an alternative to a discount?
It makes much more sense to offer instead of lowering the price:
✅ Extra value – exclusive material, an extra coaching hour or a special bonus.
✅ Paying in instalments – if the person is really committed, we can allow them to make a gradual investment.
✅ Clearly set standards – explain to the person that coaching is an investment, not a cost, and that the price reflects the value they will get.
3. How to approach the issue of coaching discounts?
Instead of asking, “Should I give a discount?”, let’s ask ourselves:
✅ “How can I help this person understand that they are worth investing in?”
✅ “How can I create an experience that will have the most value for them?”
✅ “Can I offer added value instead of a price reduction?”
Energetically speaking, when someone pays the full price, it means that they accept their own worth and decide to grow.
Conclusion 4: Coaching as a mirror of abundance consciousness
When someone pays the full price, it means that they accept their own worth and decide to grow. Coaching is not a purchase of material goods – it is an investment in changing lives.
So the question is not ” Can I afford this coaching?”
But “Can I afford not to invest in myself?”
When a coach clearly stands up for its value, it also gives its clients the opportunity to step into its power.
Discounting can create the perception that coaching is something that can be discounted, thus reducing the seriousness and importance of the process itself. However, if the coach remains true to his or her value, they are inadvertently teaching the client the most important lesson:
“When you learn to value yourself, the world starts to respond differently to your worth.”
And that’s the most value you can offer.
Boris Vene