Whether this story is true or not matters little it still has a great deal to teach us

Winston Churchill allegedly asked a high society dame if she’d sleep with him for a million pounds. “Well,” she blushed, “that is indeed a great deal of money.”

“How about for 100 pounds, then?” he asked.

“Sir Winston!” she huffed, “What do you take me for!”

“We’ve already determined that,” he said, “we’re just haggling about the price.”

In a nutshell, what Winston highlighted is the the issue with any business discounting.
What you are doing is sending a clear and decisive message about about how you view your business.

So why give a discount?

Mostly because our customers ask us for price reductions, and ...as every good business person knows the customer is always right.

The truth is that regardless of what they say it's never about price.
Even when, and especially when, they say it is.

Remember ... discounts are never the solution to the problem, discounts are the problem.