The Emotional Landscape of Selling: Insights from a Sales Call

In the world of sales, there are moments that go beyond mere transactions; they become deeply human experiences. A conversation I had last year encapsulated this idea perfectly, shedding light on the critical role that pricing plays in a business’s success.

Last fall, I received a frantic phone call from the owner of a restaurant with whom I had previously collaborated. She was facing a series of daunting challenges: sales were plummeting, her financial records were a chaotic mess, and she was contemplating selling her business. To make matters worse, she was seeking a line of credit but had no coherent financials to present to the bank. As we spoke, I gave her the space to express her concerns—sometimes, the best way to build rapport is simply to listen. Often, my role resembles that of an unqualified therapist, albeit one who happens to be well-versed in Excel.

For my client, the urgency of tidying up her accounts transcended practical matters; it was an emotional lifeline. Her ability to either continue operating her business or make a graceful exit hinged on this. In the midst of crunching numbers and determining work scopes, I had to remind myself that there was a person on the other end of the line, and in the realm of small business, emotions run deep.

Upon reviewing her transactions, the disarray of her records, and the integration of personal spending with business finances, it became evident that this would be no simple cleanup. I was also mindful of our previous relationship; as a repeat client and a serial entrepreneur, I wanted to offer help without causing her any unnecessary stress over costs. Yet, I had also learned the hard way that underquoting could lead to resentment if the project turned complicated.

Equipped with a straightforward pricing worksheet for self-assessment (which I’ve linked in the comments), I proposed a fee of $4,200. Anticipating some negotiation, I was surprised when she accepted immediately, provided a deposit, and expressed that it was the first time in months she felt a sense of relief regarding her business’s situation.

This experience reinforced a recurring theme in my work: when clients perceive that you genuinely understand their struggles and needs, the price takes a backseat. They prioritize finding someone they can trust to resolve their issues, especially if they have the financial means to do so.

I have previously undervalued projects, mistakenly believing they would take a specific number of hours