Structured and time-boxed: fine. Reflexive and permanent: corrosive. Discounts attract deal-seekers who churn at renewal, train your market to wait for sales, and quietly reprice your brand downward. The pricing literature keeps landing on the same alternative: targeted promotions beat standing discounts.
Better hooks than percent-off: added value at full price (free inspection with the job, extended warranty, priority scheduling). Costs you margin-cents, reads as generosity, and doesn't anchor a lower price.
If you do discount: name a reason (opening month, referral thanks, off-season slots), an expiry, and a floor. 'Discounts with a story' preserve the price; naked ones negotiate against your future self.