I remember the fun, when working in for a family owned department store, of a flash sale. All of a sudden the finance director and board would choose to create a sales event on a certain day of the week to try and drive trade.

10% or 20% discounts, cutting margins, chasing volume.

What happened, of course, was people held off purchasing on the days sales weren’t on and only bought on the sale days. If they missed these days, customers just went elsewhere.

The organisation was, eventually, sold to another more stable brand. It was inevitable.

When there’s an oversupply of services, people will expect cheaper and quicker. Just remember that is what you’re selling is truly unique, you don’t have to follow the crowd and slash prices.