How to never give discounts and sell more

Watch the full episode here:    • How To Sell to 9-Figure Brands  

In this segment, the hosts break down a common struggle for founders:
How do you get customers to buy at full price when they only convert during sales?

A backpack brand writes in saying their content performs well, their designs stand out, and their audience is engaged — yet shoppers only purchase during discounts or hype drops. The hosts unpack the real reason this happens, why most brands get stuck in the discount cycle, and what it takes to break out of it.

If you run an apparel or accessories brand, this clip is a must-watch.

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What This Clip Covers
• Why customers refuse to buy at full price even if they love the brand
• The real problem: price anchoring, perceived value, and landing page friction
• Why your content can perform well but still not convert
• How price expectations are formed instantly in the ad feed
• The exact moment where full-price buyers are lost
• What evergreen pricing really requires in fashion and accessories
• Moments vs. markdowns — why most purchases are event-driven
• How seasonality, life events, or “I need it now” triggers most evergreen purchases
• Why sales create macro buying moments that accelerate purchases
• How to test price more scientifically
• When to “show price in the ad” to train Facebook to find full-price buyers
• Why features, materials, and utility matter more than design in category like backpacks
• Ways to communicate value so customers understand the cost immediately

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Key Insights From the Hosts
• “If people say your content is great but they only buy on sale, there’s a pricing disconnect.”
• “The first thing people look for when they click an ad is the price.”
• “If the price is higher than their expectation, they’ll leave instantly — no matter how good the design is.”
• “Most apparel and accessory buys happen because of life moments: trips, seasons, events, family photos.”
• “Sales create macro moments — they pull future purchases into the present.”
• “You either need to build more value or find the profit-maximizing price.”
• “Slapping the price on the ad itself is a powerful test — the algo will find full-price buyers.”