It depends on your industry. It is certainly difficult if you have a track record of giving discounts all the time. It is super difficult if your target customers only expect to get discounts from you and your competitors like in the hotel industry.
But as a smart marketer, we should be able to do something. Talking about the hotel industry, the key strategy all major hotel chains e.g. Marriott, Accor, and Wyndham use is a loyalty program. The basis is simple they encourage guests to make direct bookings with them instead of using Online Travel Agents (OTAs). Those guests earn points which can be used for future bookings. It’s a kind of keeping customers in their ecosystem. But, it could be seen as another discount tactic.
To get out of the whole discount game entirely, you will need to change your mindset. The key success factor would be that you stop offering an average product. You have to stop offering your product to everyone. You have to understand that it’s not possible to please everyone and in doing so (pleasing everyone) you are on a road map of being average. Once you change your mindset, you will start to think who need your solution (your product) and you will start thinking deeper and deeper on how you could “serve” those customers.
Another way to say it is, to get out of the discount game, you need to be remarkable. You cannot be remarkable if you try to attract everyone. Find the people who need your help, tell them how you could help, and do the work to help them. Your universe will be much smaller. But, you will get quality. There is no way for you (or anybody) to get both quality and quantity at the same time. If you can, please let me know.