Real example, just to share. Last month, I went to Queensway Shopping Centre to buy a pair of Nike shoes. Knowing exactly what I wanted, I went to almost all the shops on level1 to source for it.
1) shop1's owner quoted me a price. He told me this is the standard price. I kept it in mind.
2) shop2's owner quoted me the same no-nonsense price. I kind of verified the market price.
3) shop3, same, since I got time, I confirm-confirm-con-confirm the market price.
4) shop4, quoted me the marked up price, then, the remark that really turned me off is: "hey, this thing is this price, but i give you some discount, it's a good bargain, you can't get it anywhere..." He is so wrong. I replied him that I can get the same "discounted price" in other shops, I confronted him that he marked up his price, and I don't need his "discount"... He got nothing to say, and I left the shop.
I ended up buying from shop2 because that shop owner smiles more than the rest.
Seriously, shop4 appeared to be so unsincere, so unaware of its competitors, and so naive to think the same trick that worked 10, 20 years ago can still be applied to today's knowledgable customers.
So, what is the winning factor in shop2? Good customer service. And of course, no-nonsense business method.