There are a few reasons why you should not offer discounts. The first is that it can devalue your product or service. Offering discounts can give customers the impression that your product or service is not worth the full price. Additionally, discounts can create a race to the bottom in terms of pricing, as competitors may try to match or beat your discounted prices. Finally, offering discounts can attract customers who are looking for a bargain, but may not be the most loyal or profitable customers in the long run.