42My Top 10 Design Business Failures / David SherwinKnow the value of a discount.Clients will ask for discounts. The conversationbegins like this:• “I can’t afford $2,000. I can pay $1,500.”• “What about a ‘friends and family’ discount?”• “You are far too expensive. Can you do mea favor and reduce the cost?”• “Can you throw in a brochure for free?”Clients ask for discounts all the time. Don’t beoffended by these requests—just know how to handlethem. This is how you learn to negotiate money.