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Example firm

The Discount Habit

Discounts on nine proposals in ten, and they bought nothing.

Now, Oct 2026
$430K · 8%
If nothing changes, Oct 2027
$561K · 17%
With the Growth Plan, Oct 2027
$684K · 33%
Extra profit, next 12 months
+$731K

Monthly revenue · Growth Rate. The healthy range for Growth Rate is 10% to 35%.

What went wrong

Discounts spread from about 30% of proposals to more than 90%, then into renewals. Price realization fell from 93% of list to 85%. The win rate didn't improve: it sat at 28%, below the 37–40% of the same firm without discounts. The discounts bought nothing.

What the Dashboard showed
Pricing Power, The Discount Habit. Clients paid 93% of list in early May and 85% by October, while the normal firm stayed near 98%.

Pricing Power, The Discount Habit. Clients paid 93% of list in early May and 85% by October, while the normal firm stayed near 98%.

If nothing changes

Discounts keep spreading to renewals and price realization drifts down to about 82%. Revenue still grows, to about $561K a month, but every new client and renewal is sold for less than it's worth.

The levers to pull, and why

  • Pricing Power. Discounts spread to more than 90% of proposals and bought nothing: the win rate didn't improve. Every point of realization recovered is profit.
  • Funnel Steps. Conversion sits below the normal firm's. A value review before each proposal sells the work on outcomes instead of price.
  • Profit by Client. Tracking margin on every discounted engagement keeps discounts from creeping back.

With the Growth Plan

Prices recover as renewals come up: revenue about $684K a month by October 2027 instead of $561K, and about $731K more profit over 12 months. Growth Rate jumps to about 55% in April as recovered prices land, then settles near 33%. The jump is price, not volume: Utilization stays near 81%.

Revenue: if nothing changes, and with the Growth Plan
Revenue, The Discount Habit. If nothing changes, about $561K a month by October 2027; with prices recovered, about $684K.

Revenue, The Discount Habit. If nothing changes, about $561K a month by October 2027; with prices recovered, about $684K.

Illustrative. Juniper Ridge Advisory is a fictional firm with a full year of modeled data, analyzed the way we analyze yours.

The tempting fix

Why not discount more to win more?

The discounts didn't raise the win rate. They only cut price.

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