I love getting discounts, it makes me feel good. We like giving discounts to good customers, or for customers who give us a lot of work:
Biz Informer seems to hold the opposite view:
I understand their point, that your list price should mean something – I too hate those shops where every time you go in, they're having another sale and you wonder if they EVER sell their products for the prices they list. It cheapens the whole sale!
However, this game is all about give and take, especially if your customers are other businesses. It's all about deals, passing business on, and recognising value when it's given.
The trick is to not discount for the wrong reasons (i.e undercutting competitors to the point no ones making any money), but use discounting as a tool for creating happy customers.