The Emotional Side of Selling: Why Pricing Matters More Than You Think

In the world of business, particularly in sales, understanding the emotional landscape of your clients is as crucial as setting the right price. A recent experience with a longtime client—the owner of a struggling restaurant—served as a vivid reminder of this fact.

Late last year, I received a frantic call from this entrepreneur, who was understandably distressed. Sales had taken a nosedive, her financial records were a chaotic mess, and she was contemplating selling her business. To top it off, she needed to apply for a line of credit without any clean financial statements to present to the bank. During our call, I adopted a supportive role, allowing her to express her concerns. In moments like these, I sometimes feel like a therapist—albeit one who’s proficient in Excel.

For her, the urgency of getting her books in order was not merely a logistical issue; it carried significant emotional weight. The outcome of this project had the potential to either stabilize her business or facilitate its sale. As someone who has worked with many small businesses, I often forget that behind every decision, there is a person affected by those choices. The stakes in small business can be deeply personal.

Upon reviewing her chaotic financial records, I realized the cleanup would be far from a quick task. I aimed to strike a balance: I didn’t want to shock her with an inflated proposal, given our established relationship or underestimate the work and risk being stuck in an overwhelming project.

I turned to my reliable pricing worksheet to guide my proposal. I decided on a fee of $4,200—just enough to reflect the complexity of the job while also being fair to both of us. To my surprise, she accepted the offer immediately, paid the upfront fee, and expressed that it was the first time in months she felt at ease discussing her business challenges.

This experience reinforced a crucial lesson I’ve learned repeatedly: when clients feel that you genuinely comprehend their pain points, pricing becomes a secondary concern. They seek someone they can trust to solve their problems, especially if those clients are established and financially secure.

In the past, I have sometimes mispriced my services, thinking, “This will only take X hours.” However, I’ve learned that the value of my work is not measured by the time spent, but by the solutions I provide and the sense of control I return to my clients. And let’s be honest—projects seldom unfold as planned; unforeseen issues often arise