The discount dilemma: Navigating Nigeria’s business minefield

In Nigeria’s vibrant yet often turbulent economic landscape, business owners constantly wrestle with the delicate art of attracting and retaining customers. Among the most frequently employed, and perhaps most misunderstood, strategies are the offering of discounts and the extension of credit facilities. While these incentives may appear to be silver bullets, guaranteeing a surge in sales and a competitive advantage, they can also prove to be treacherous traps, undermining profitability and threatening long-term sustainability. The crucial ques

In Nigeria’s vibrant yet often turbulent economic landscape, business owners constantly wrestle with the delicate art of attracting and retaining customers. Among the most frequently employed, and perhaps most misunderstood, strategies are the offering of discounts and the extension of credit facilities. While these incentives may appear to be silver bullets, guaranteeing a surge in sales and a competitive advantage, they can also prove to be treacherous traps, undermining profitability and threatening long-term sustainability. The crucial ques