A few weeks ago I read "10 Mistakes Designers Make with Clients" by Preston Lee. Preston was extremely insightful and covered several areas. One of which hit me for 6 - Offering Discounts. He says "Discounts are for grocery stores with rotting produce... Your design isn’t old. It isn’t rotting. It isn’t yesterday’s hot item...It tells your customers that you are not in high demand and you are desperate for some business."
I mused on this for a few days. I even discussed it with my Accountant / Financial Advisor and friend and he agreed. Preston Lee was right, when supermarkets sell products at a discounted rate they still make a profit. When I give a discount as a designer I make a loss.
Very often I'd give my customers discounts but couldn't understand why they kept asking for more, even when my rates were below my competitors. I was sending the wrong message.