The Emotional Side of Pricing: Lessons from a Sales Call

In a recent sales call, I experienced firsthand how crucial it is to establish the right pricing structure for your business. Late last year, a panicked restaurant owner, with whom I had previously collaborated, reached out to me. She was facing a significant decline in sales, struggling with disorganized financial records, and contemplating selling her business. To compound matters, she was in the process of applying for a credit line without the necessary clean financials to present to the bank.

Our conversation began with her expressing her concerns; I allowed her the space to vent. This approach proved valuable in establishing rapport—sometimes, you just end up being an unqualified therapist who happens to understand Excel.

For her, the need to organize her financial records transcended mere practicality—it was emotionally charged. The outcome of our work together would determine whether she could continue to pursue her business ambitions or facilitate a sale. The stakes were undeniably high. In the midst of managing my tasks and pricing projects, it’s easy to overlook the fact that there’s a real person on the other end of the line. In the world of small businesses, personal connections and emotions often play a significant role.

As I assessed her financial records, I recognized the overwhelming number of transactions, the chaos of mixed personal expenditures, and the urgency of her situation. I was aware that resolving this would not be a simple task. While I wanted to provide her with affordable support—especially as a repeat client whom I genuinely enjoy working with—I also needed to avoid underpricing myself and getting locked into a project that would become unmanageable.

I turned to the straightforward pricing worksheet I regularly use for self-evaluation (I’ll share the link in the comments for anyone interested). I crafted a proposal for $4,200 and sent it along, anticipating some level of negotiation. To my surprise, she accepted it immediately, paid the deposit, and expressed that it was the first time in months she felt any sense of relief regarding her company’s challenges.

This interaction reaffirmed a vital lesson I’ve learned repeatedly: when clients feel heard and understood in their struggles, pricing tends to become a secondary concern. They prioritize finding a trustworthy partner who can effectively address their issues, particularly if they possess the financial resources to do so.

Reflecting on past experiences, I’ve learned the hard way about the consequences of underpricing valuable work. It’s tempting to calculate project duration strictly in terms of hours spent;