How do you communicate full price and discounts (types of discounts)?

Have some internal guidelines on how you need to discount but offer only one or two types depending on what you're looking for. For non-profits, you can offer a standard discount. For normal companies, you can offer a discount for doing a case study, testimonial, becoming a reference customer, etc. For people who simply need a cash discount in exchange for nothing, you can simply ask them to sign longer term contracts while making the entire payment upfront.