Navigating the Emotional Landscape of Pricing: Insights from a Sales Call

Last year, I had an enlightening sales conversation that underscored just how crucial proper pricing is for any business. A familiar restaurant owner reached out to me, overwhelmed and in a state of distress. Her sales had plummeted, her financial records were chaotic, and she was contemplating the sale of her business. To add to her worries, she needed to apply for a line of credit but lacked organized financial statements to present to the bank.

During our phone call, I took a step back and allowed her to express her concerns. This approach not only helped build rapport but also made me realize that, at times, I’m more of a counselor with a knack for Excel than a traditional consultant.

For her, cleaning up the financial mess was not merely a logistical task; it was an emotionally charged situation. The outcome would determine whether she could continue to operate her restaurant or exit the industry altogether. The stakes were exceptionally high, and it reminded me of the human side of business—particularly in small enterprises where personal connections run deep.

As I sifted through her financials, I examined the multitude of transactions, the disarray, and the intertwining of personal expenses with business operations. I recognized this wouldn’t be a straightforward “quick cleanup.” My goal was to strike a balance: I didn’t want to present her with a shocking price, especially since she was a valued repeat client and a fellow serial entrepreneur. However, I also didn’t want to underprice the project, which could lead to resentment later on.

To ground my pricing decision, I referred to a straightforward pricing worksheet I often use (which I’ll share in the comments for anyone interested). I ended up proposing a fee of $4,200 and sent her the estimate. To my surprise, there was no negotiation; she signed immediately and paid the deposit. For the first time in months, she expressed feeling a sense of relief about her business situation.

That moment reaffirmed a crucial lesson I’ve learned time and time again: when clients perceive that you genuinely understand their pain points and their needs, the price takes a backseat. They are looking for a solution from someone they trust, particularly if they have the financial means to pay for it.

In the past, I have made the mistake of underpricing similar projects, thinking they would require only a certain number of hours to complete. However, the real value lies in solving the client’s problems