Title: The Human Side of Pricing in Sales: Lessons from a Recent Experience
In the realm of sales, particularly for small businesses, the emotional stakes can often overshadow the financial ones. Reflecting on a recent sales call, I’ve been reminded of the profound impact that effective pricing—and the understanding of client emotions—can have on success in business.
Late last year, I received a call from a restaurant owner I had previously worked with. She was in a state of distress; sales had plummeted, her financial records were disorganized, and she was wrestling with the possibility of selling her restaurant. Additionally, as she sought a line of credit, she found herself without clean financials to present to the bank. During our phone call, I took the opportunity to let her share her fears and frustrations. This strategic approach not only allowed her to vent but also helped nurture our relationship—I became more than just a service provider; I was a sounding board in a moment of crisis.
For her, the need to get her financial records in order was not merely a logistical challenge; it was an emotional lifeline. The outcomes of our work together could either secure her role in the business or facilitate her exit from it. The stakes were incredibly high. In the hustle of pricing and organizing work, it’s all too easy to overlook the human experience tied to these transactions.
Assessing her situation, I analyzed the chaotic financial state: the numerous transactions, the mingling of personal expenses, and the urgency of it all. I recognized this was not going to be a simple task. While I aimed to avoid “sticker shock” for this repeat client—who I genuinely enjoyed working with—I also had to ensure my quote reflected the complexity of the job ahead.
Using a pricing worksheet I typically rely on for reassurance, I crafted a proposal for $4,200. To my surprise, she approved it quickly and paid the deposit, expressing that it was the first time in months she felt a sense of relief regarding her business. This experience reaffirmed a crucial lesson: when clients believe you truly understand their pain points and the solutions they need, pricing often takes a backseat. They seek a trusted partner who can address their challenges, particularly when they possess the funds to invest.
Having previously underpriced projects, I’ve learned that it’s essential to focus on the value provided rather than the hours spent. The true worth lies in alleviating the client’s burdens and restoring their sense of control over their business. Additionally
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