The Emotional Side of Pricing in Sales: Insights from a Recent Call

In the world of business, particularly for small enterprises, the emotional landscape can often be as complex as the financial one. A recent sales call I conducted served as a poignant reminder of how critical it is to approach pricing with both analytical precision and human empathy.

Last year, an established restaurant owner I had previously collaborated with reached out to me in a state of distress. She was facing significant challenges: dwindling sales, disorganized financial records, and an urgent need to either secure a line of credit or consider selling her business. We quickly set up a call. During our conversation, I chose to mostly listen as she vented her concerns. Sometimes, in the realm of sales, we inadvertently take on the role of an unqualified therapist armed with skills in spreadsheets.

For her, the task of tidying up her books was not just a business necessity; it was deeply personal. This was not merely about balancing the numbers—it was about her future, whether it would involve continuing to grow her business or stepping away for good. In these moments, it’s easy to forget that behind every transaction, there’s a person whose emotions are tied to their business.

I assessed her financial data, recognizing the number of transactions that needed addressing, the chaos of her records, and the tangle of personal expenses woven through her business finances. It was clear that a quick fix was out of the question. I also knew I didn’t want to overwhelm her with a steep price tag, especially since she was a loyal client—a seasoned entrepreneur whom I enjoyed working with.

Using a straightforward pricing worksheet as a guideline, I prepared a proposal for $4,200. To my surprise, she accepted it without hesitation, marking the first moment in months where she felt a sense of relief regarding her situation.

This experience solidified a belief I’ve held throughout my career: when clients sense that you truly grasp their struggles, concerns related to pricing often fade into the background. They are seeking a trusted partner who can alleviate their burdens, especially when they possess the means to pay.

In the past, I’ve mistakenly undervalued my services, thinking, “This will only take X amount of hours.” However, the true worth of my work lies in the resolution of the client’s issues and the restoration of their command over their business. Moreover, it’s important to acknowledge that projects rarely adhere to estimated timelines; unexpected challenges invariably arise. Those with a few