The Human Element of Pricing: Insights from a Sales Call with a Restaurant Owner

In the world of business, particularly in small enterprises, we often overlook the emotional dimensions that accompany financial decisions. A recent experience had me reflecting on this very issue, reinforcing the importance of getting pricing right in our dealings.

Late last year, I received a call from a restaurant owner with whom I had previously collaborated. This time, however, she reached out in a state of distress. Her sales were plummeting, her financial records were chaotic, and she was contemplating selling her restaurant. Compounding her worries, she was trying to secure a line of credit with incomplete financials to present to the bank. During our call, I adopted a listening approach, allowing her to express her concerns. In many ways, I felt like an untrained therapist with a knack for Excel, but it was a necessary step in forging a connection.

For her, the clarity she needed in her financials was not only a logistical necessity; it was also deeply personal. The outcome of our efforts could determine whether she would continue in her entrepreneurial journey or take a step back. In moments like these, I am reminded that behind every business is a person whose life and aspirations are intricately linked to their work.

As I assessed the volume of transactions, the disarray of records, and the intertwining of personal expenses, I realized this wouldn’t be a straightforward fix. I aimed to strike a balance in my pricing strategy. While I wanted to avoid overwhelming her with high costs—especially since she was a returning client—I also didn’t want to underestimate the scope of the project and find myself entangled in unforeseen challenges.

I referenced a simple pricing worksheet I rely on as a touchstone for my estimates. After careful consideration, I proposed a fee of $4,200. To my surprise, she accepted immediately and paid the deposit, expressing that it was the first time in months she felt a sense of relief regarding her business situation.

This interaction underscored a crucial lesson I’ve encountered repeatedly: when clients recognize that you genuinely grasp their dilemmas, financial discussions take a backseat. They are looking for someone they can trust to resolve their issues, especially if they have the financial capability to invest in a solution.

I’ve made the mistake of undervaluing similar projects in the past, believing that they would require only a finite number of hours. However, the true value lies not in the time spent but in restoring a client’s confidence