The Emotional Side of Pricing in Sales: A Lesson from a Restaurant Owner

In the ever-evolving landscape of business, one element remains critical for success: pricing. Earlier this year, I had a revealing sales conversation with a restaurant owner I had previously collaborated with. Her call came at a moment of desperation; her sales were plummeting, financial records were tangled, and she was contemplating selling her restaurant. To add to her stress, she needed a line of credit but lacked organized financial statements to present to the bank.

During our call, I adopted a listening approach, allowing her to express her concerns fully. This strategy not only helps in building rapport but often positions me as a pseudo-therapist who happens to be versed in Excel and finance.

For her, updating and organizing her financial records wasn’t just a mundane chore; it was a decisive factor that would influence whether she could continue her entrepreneurial journey or exit the business altogether. The stakes were high, and it served as a poignant reminder that, behind every transaction, there’s a person grappling with real emotions and pressures.

As we discussed her financial situation, I analyzed the sheer volume of transactions, the chaos within her records, and the mingling of personal expenditures. It was clear that a straightforward cleanup wouldn’t suffice. I was keenly aware of the need for a fair pricing structure; she was a repeat client, a businesswoman I admired, and she genuinely required my support. However, I also didn’t want to set unrealistic expectations or risk underpricing a project that would demand significant time and effort.

To guide my decision, I consulted my pricing worksheet, a simple tool I use to assess project costs effectively. Ultimately, I proposed a price of $4,200. To my surprise, she signed the agreement almost immediately, paying the deposit and sharing how relieved she felt for the first time in months regarding her business situation.

This experience reinforced a critical truth I’ve come to recognize in my work: when clients believe that you genuinely understand their challenges, the question of price often becomes secondary. They seek guidance from someone they trust — especially when they have the resources to invest in a solution.

Looking back, I’ve learned valuable lessons from times I’ve undervalued similar projects. It’s easy to fall into the trap of estimating the time a job should take. However, the real worth lies not in mere hours but in successfully resolving the client’s issues and restoring their sense of control. Additionally, it