The Emotional Dance of Pricing: Insights from a Sales Call

As professionals in the business world, we often find ourselves balancing the line between numbers and emotions. A recent experience during a sales call reminded me of the importance of effective pricing in any service-oriented firm.

Late last year, I was contacted by a restaurant owner with whom I had previously partnered. She was in distress: her sales were plummeting, her financial records were in disarray, and she was contemplating selling her business. Adding to her woes, she needed to secure a line of credit, but her financials were anything but clean. During our call, I chose to allow her some space to express her worries. This approach proved to be successful in establishing rapport—sometimes, it’s about being an informal therapist rather than just a service provider.

For this entrepreneur, the task of getting her financial records in order was not merely a practical concern—it was deeply emotional. Her business was a significant part of her identity, representing not only her livelihood but also her passion. It hit home for me that amidst the technical task of scoping and pricing work, there’s a person on the other end whose stakes are incredibly high. Small businesses are often intensely personal ventures.

After assessing her situation, including the volume of transactions and the mingling of personal expenses with business finances, it became clear that this wasn’t going to be a simple cleanup job. I wanted to present a fair proposal without causing sticker shock, especially since she was a repeat client and someone I genuinely enjoy collaborating with. However, I also recognized the importance of valuing the extensive work that lay ahead.

To ensure my proposal was reflective of the work required, I consulted my pricing worksheet, which serves as a helpful reference. Ultimately, I proposed a fee of $4,200. I anticipated some back-and-forth on the pricing, but to my surprise, she accepted immediately, paid the deposit, and expressed that it was the first time in months she felt a sense of relief regarding her business challenges.

This experience reaffirmed a crucial lesson: when clients feel understood and see that you grasp their needs, the price often becomes secondary. They are looking for someone they can trust to address their problems—especially when they’re in a position to pay.

There have been times when I’ve undervalued my services and learned the hard way. It’s easy to get caught up in estimating hours rather than recognizing that the true value lies in problem-solving and restoring control