Your product or service is real — real value, real benefit, really works and does what you say it will do. It´s real. Price it fairly and refuse to discount.
Instead of discounting your offering, basically telling your prospective customer that it really isn´t worth whatever price you put on it, give premiums, bonuses, and specials to spur purchases and entice people to buy. After all, that´s all you´re trying to do with a discount.
Instead of discounts offer free delivery, an extended warrantee, an upgrade, an associated product or service, installation, terms, etc. Use something other than a discount to spur sales. And make it a special, time limited offer. This way, when the offer is over, it´s over. Your price remains the same. You offered something to move your product faster, but kept price integrity. Plus, people love getting things for free; it´s far more powerful than giving a break on price.
What do you think?