The Human Element in Pricing: Lessons from a Sales Call

In the dynamic world of entrepreneurship, the high stakes of decision-making can often lead to a whirlwind of emotions. This reality was brought home to me during a particularly intense sales call late last year. The conversation struck me as a powerful reminder that mastering pricing is essential for running a successful business.

A familiar restaurant owner reached out to me in a state of distress. Her business was facing declining sales, her financial records were in disarray, and she was contemplating selling her company. Compounding her crisis, she needed a line of credit but had no organized financials to present to the bank. On our call, I allowed her to express her concerns, recognizing that sometimes providing support is as much about listening as it is about numbers—after all, in those moments, I’m often just an unqualified therapist with a knack for Excel.

For her, the task of tidying her financial records wasn’t merely a chore—it was an emotional journey. The outcome of our discussion could lead her to either reinvigorate her business or facilitate her exit. The stakes were tremendously high. It’s easy to become mechanical in the process of scoping and pricing work; however, I was reminded of the profound human aspect of small businesses and the personal investment behind them.

As I reviewed her chaotic financial documents, the mix of personal and business expenditures, and the sheer volume of transactions, I recognized that this wouldn’t be a quick fix. Although she was a valued repeat client—a serial entrepreneur I genuinely liked working with—I needed to balance my pricing carefully. I wanted to avoid overwhelming her with a high quote, while also ensuring I didn’t undervalue the extensive work required.

To maintain this balance, I referenced my straightforward pricing worksheet—a tool I use to keep my assessments grounded. After analyzing her situation, I proposed a price of $4,200. Much to my surprise, she accepted without hesitation, promptly paid the deposit, and expressed that for the first time in months, she felt a sense of relief regarding her business’s future.

That moment underscored a lesson I’ve learned repeatedly: when a client senses that you truly understand their struggles and can address their needs, the price becomes secondary. They are seeking a trusted partner to solve their problems, especially if they have the means to invest.

I have made the mistake of underpricing work in the past, thinking I could estimate the hours necessary. However, the real value lies not in the time