In this episode of The Pricing Guys, Avy and Michael explore why price drops like falling oil costs don’t always make it to the end customer. They dig into the disconnect between supplier pricing and what happens downstream with distributors, resellers, and sales teams. The conversation covers why discounts often fail to drive volume, how internal habits and channel dynamics distort intent, and what it really takes to tie discounts to behavior. If you’ve ever wondered whether your discounting strategy is truly creating value or just leaking margin, this one’s for you.