While reducing the pricing, you are establishing a thought in your customer's mind that your product/services pricing are flexible and their is more scope for further negotiations. As a sales professional, when a customer is asking for discount, you should interpret what your customer is asking for.
Almost every customer is ready to pay the pricing asking for if they are receiving the value they are looking for. An able sales professional will justify the value of the product/service by communicating the value the customer is getting after purchasing the product or subscribing to the service.
An able sales professional also increases the value of the product/services based on the customer requirements rather than reducing the price. So next time, if you face a situation of price reduction increase the perceived value of the product and the benefits a customer is getting rather than simply going for reduction to close the deal.