If you work field sales jobs then you'll understand that from time to time potential customers are going to ask you for a discount. One way to combat this is to ask them, "why"? Sometimes they may tell you they can't afford the fee you're asking and are therefore hoping to get the service at a lower cost. Sometimes you may even get asked for a 'free sample' based on the promise of more custom if the service is good. (Giving away free samples without receiving something in return isn't recommended – but that's a topic for a later post).
So that brings about the question, if you are able to offer discounts, how do you do so without being seen to be simply giving to those who ask?
One great way to offer discounts without giving in is to ensure you offer them to people who don't ask. They might not even know about the various discounts you can offer, because you may only be offering them privately to those who ask, or may offer them only those select customers who are loyal enough to keep on coming back to you. Of course, it will make you feel great to offer discounts to more people, but despite it looking like you're simply giving profit away, it can engender trust and turn casual customers into loyal repeat customers. Giving personalised and unexpected gifts is also a powerful 'weapon of influence', which can encourage people to say 'yes' more readily to requests or proposals you might make in future.
The main thing you need to do is make sure that you are polite when you are talking with all of your customers and potential customers, as well as making sure that you are treating everyone fairly appropriately given the situation.
There are some customers you may feel differently about when they ask for a discount, so the best way to get around this would be for you to develop a policy or a set of rules of when you will and when you won't offer a discount, that way you don't have to feel bad or awkward when you do decide to say no.