The Emotional Side of Pricing: Lessons from a Sales Call

Last year, I had a pivotal sales call that underscored the critical importance of proper pricing for businesses. A seasoned restaurant owner, with whom I had established a working relationship, reached out to me in full crisis mode. Her sales were plummeting, her financial records were a complete mess, and she was contemplating selling her business while simultaneously applying for a line of credit—without any reliable financial statements to share with the bank.

During our conversation, I mostly played the role of a sounding board, allowing her to express her concerns. Often, providing a sympathetic ear can significantly enhance rapport—after all, sometimes you find yourself acting as an unqualified therapist who happens to be skilled with Excel.

In her situation, the need to rectify her financial records went beyond mere practicality. It was an emotional matter; this job represented her chance to either continue in the industry or exit gracefully. The stakes were incredibly high. I often lose sight of the human element in the technical aspects of pricing and scoping work, but small businesses can be profoundly personal.

Upon reviewing her transactions and the disorganized state of her books, it was clear that cleaning everything up would not be a quick task. I was well aware of the potential for sticker shock during our discussion, particularly since she was a repeat client—an entrepreneur I genuinely enjoy working with who desperately needed my assistance. However, I didn’t want to undervalue the project and find myself overwhelmed by scope creep either.

I pulled up a straightforward pricing worksheet that I use as a sanity check (I’ll drop a link in the comments for those interested). After careful consideration, I drafted a proposal for $4,200 and sent it off. Much to my surprise, she accepted it without hesitation, signed the contract, and even made a deposit right away. She mentioned that it was the first time in months she felt a sense of relief regarding her business troubles.

This experience reinforced a valuable truth I’ve encountered repeatedly: When clients sense that you genuinely understand their challenges and requirements, pricing takes a backseat. Clients are primarily seeking someone they can trust to resolve their issues—especially when they are established and financially capable.

I’ve learned the hard way about the pitfalls of underpricing my services in similar scenarios. It’s easy to estimate how long a job will take, yet the real value lies in delivering effective solutions that restore a client’s control over their business. That’s the metric on which I