“The line from a first customer is usually, “We need a big discount because we are your first customer.” You should turn this around and say, “You need to pay list price because you are going to be the first ones to use it.” If that doesn’t sound rational to the customer, you haven’t found a visionary. Feel free to be flexible on the terms (no payment until delivery, no payment until it works as spec’d, etc.). But be tougher on discounts.”