The Emotional Dynamics of Pricing: Lessons from a Sales Call

In the world of business, particularly for small enterprises, pricing is not merely a calculation—it’s an intricate dance of understanding, empathy, and strategy. A recent experience during a sales call reminded me of this critical truth, demonstrating how intertwined our emotional responses are with financial decisions.

Late last year, I took a call from a restaurant owner I had previously partnered with. She was in a state of distress; sales were plummeting, her financial records were disorganized, and she was contemplating selling her business. Amidst her chaos, she needed to secure a line of credit but lacked clean financials to present to the bank. During our conversation, I primarily listened as she vented her frustrations. At times, being a business consultant feels akin to being an unlicensed therapist—one who happens to have a knack for Excel.

For her, the urgency of organizing her financial books was not just a practical matter; it was deeply personal. The outcome of our project would influence her future—either enabling her to keep her business afloat or allowing her to exit gracefully. The stakes couldn’t have been higher. In the hustle of scoping and pricing, it’s easy to forget that behind every business transaction lies a human being with hopes and fears.

Analyzing her records revealed the extent of the turmoil: a considerable number of transactions, poor documentation, and intertwining of personal and business expenses. I recognized that this task would not be a quick fix. It was crucial for me to strike a balance in my proposal; I wanted to avoid overwhelming her with sticker shock, particularly since I valued our ongoing relationship. At the same time, underquoting could lead to a frustrating project for both of us.

To ensure I remained grounded, I consulted my straightforward pricing worksheet, which I use as a reference for these scenarios. I proposed a fee of $4,200 and was taken aback when she not only accepted immediately but expressed relief for the first time in months regarding her business. This interaction reaffirmed my belief that when a client feels understood, price often takes a backseat. They seek a trusted partner to resolve their challenges, especially if they have the financial means to do so.

Reflecting on my previous experiences, I have learned the hard way the pitfalls of undervaluing my services. It’s tempting to think, “This task should only require X hours,” but the true value lies in effectively addressing the client’s needs and