New isn’t better than old

A fitness organization offered a discount to new customers, which isn’t unusual in the industry, but it should be. 

To no surprise, the loyal customers became upset when they learned that they were not eligible for the discount.

To say to a customer, “no, you’ve spent too much money here to warrant a discount” is absurd.  

Sure, new customer discounts may help gain some new business, but it damages your relationships with your loyal clientele. 

If you feel compelled to offer “new customer” discounts, then you must do something for your loyal customers if you want to keep them.

Long time customers are worth more to a business financially than new, one-time customers. Before making a decision about discounts, consider the perspective of your loyal customers and what you stand to lose.