In this episode of Sacred Cow Tuesday, Courtnie breaks down why discounting is one of the fastest ways to undermine your positioning as a premium travel advisor. If you say you want high-end clients, retainers, and a scalable business, but continue to adjust your pricing—especially for past clients—you’re creating a disconnect that keeps you stuck. Discounting isn’t generosity; it trains clients to see your pricing as optional and signals a lack of confidence in your value. Premium clients don’t trust flexible pricing—they trust structure, clarity, and leadership. The truth is, your current fee is your audition for the next level, and when you discount it, you make it nearly impossible to raise your rates later. The shift is simple but powerful: clear pricing doesn’t hurt relationships, it protects them. It removes overthinking, eliminates the ne ...