Almost every business owner I know makes this one single mistake that costs them dearly in the long run.

I used to believe that getting a sale was always a good thing. Meaning, that even if I gave a discount to the customer to get their business, it was better than not getting the sale.

I thought that because I was generating revenue and customers, even if my profit margin was reduced, it was ok because that sale and customer would lead to more profitable sales and customers.

But here’s the hard truth I discovered by making this mistake.