Slashing prices for Black Friday is a mistake if you sell coaching. Discounts attract the wrong clients and teach the right clients to wait for sales instead of renew memberships at full price. Worse, the discount comes out of your profit. The government still gets paid if you cut your rates, and so does the landlord. But you take home less money. In this episode of "Run a Profitable Gym," Chris Cooper explains exactly what to say when people ask for discounts—use his lines word for word. He also tells you what to do instead of gutting your profit. Hint: Build value so you attract great clients who will pay full price and stay for years. LinksChris Cooper's e-book "The Gym Owner's Guide to a Discount-Free Black Friday" is available here: Gym Owners UnitedBook a Call  2:40 - Stay away from discounts9:28 - The discount snowball13:35 - "We don’t play those games"18:23 - Discounts can stop you from giving24:11 - "Feeling the discounts"

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