The Emotional Side of Selling: Why Pricing Matters
Last year, I had an enlightening sales call with a seasoned restaurant owner that reinforced a crucial lesson about the significance of proper pricing in business management. This entrepreneur, who I’ve partnered with in the past, reached out to me in a state of distress. Sales had plummeted, her financial records were in disarray, and she was contemplating selling her business. To make matters worse, she needed a line of credit but lacked clean financial documents to present to the bank.
During our conversation, I found that simply allowing her to express her concerns was incredibly beneficial. Sometimes, in our roles, we step into the shoes of an unqualified therapist who happens to be proficient in Excel. This approach not only helps establish rapport but also provides clients with the space to voice their worries.
For her, getting her finances sorted was not only a practical necessity; it was deeply emotional. The outcome of this effort could determine whether she could continue running her business or had to step away entirely. The stakes were high, and I realized that amidst the routine tasks of analyzing and pricing services, I needed to remember that there is a person—and often a passionate entrepreneur—on the other end of the line.
As I reviewed her financial transactions, the extent of the mess became clear. Personal expenditures were mixed in with business records, highlighting the urgent need for an overhaul. I was acutely aware that this wouldn’t be a straightforward cleanup. My goal was to ensure that I presented a proposal that reflected the work required without overwhelming her with the cost, especially since she was not only a repeat client but someone I genuinely enjoyed collaborating with. At the same time, I wanted to avoid undervaluing my services and getting stuck in a project I might resent.
To help me assess the situation, I referenced a straightforward pricing worksheet that I have developed over time (I’ll share a link to this resource in the comments for those interested). Ultimately, I proposed a fee of $4,200 and sent it off. I anticipated some negotiation; however, she signed promptly, paid the deposit, and expressed that it was the first time in months she felt relieved discussing her business challenges.
This experience reiterated a truth I’ve encountered repeatedly: when a client believes you truly grasp their pain points, the price becomes a secondary consideration. They yearn for someone they can trust to navigate their problems, especially when they have the means to pay for that expertise, as is often the
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