What term should sales professionals avoid using to maintain the value of their services?

To maintain the perceived value of their services, sales professionals should avoid using the term "discount." This term often communicates a reduction in value or quality, suggesting that the service being offered is not worth its full price. Discounts can also lead customers to question the legitimacy of the original price and might indicate that the services are not in high demand. By refraining from using this term, sales professionals can emphasize the comprehensive nature of their services and their unique benefits rather than positioning them as simply cheaper alternatives.

Maintaining a focus on the value provided, rather than associating offerings with discounts, helps to reinforce the professionalism and quality that the service represents. Other terms such as fee, rate, and price point can be used without carrying the same implications of diminished value.