I'm a fan of Jeffrey Gitomer. He is an author and sales guru. I subscribe to his Sales Caffeine newsletter, and it's great. Language and nuances are important. Small changes can result in big differences. In this week's edition he includes a letter that's a follow-up to a previous letter. The issue is discounts. Jeffrey is against them. They devalue your products, people come to expect them all the time, and they're unfair to those who are paying full price. However, bonuses are another thing. They're rewards for large orders, repeat business, etc. The differences between the two may seem small, but psychologically they're huge. And, to paraphrase Anita Roddick--if you think little things don't make a difference, you've never been in bed with a mosquito.