The Emotional Landscape of Selling: Lessons from a Recent Sales Call

In the world of business management, pricing often stands as one of the most critical elements to master. A recent experience during a sales call served as a poignant reminder of this fact. The situation revolved around a restaurant owner I had previously collaborated with, who found herself in a state of distress. Sales had plummeted, her financial records were in disarray, and she was weighing the possibility of selling her business while simultaneously seeking credit with unpolished financials.

Our phone conversation began with her venting her frustrations, allowing her to express her feelings freely—a strategy I find invaluable for establishing rapport. Sometimes, in the midst of spreadsheets and financial projections, it’s easy to forget that the person on the other end is navigating a deeply personal crisis. For small business owners, the stakes can be incredibly high; it’s not just about numbers; it’s about their life’s work and identity.

As I evaluated her financial situation, I noted the extensive volume of transactions, the disorganized records, and the concerning mix of personal expenses. I quickly realized that this was not going to be a straightforward task. I was faced with a challenge: on one hand, I wanted to provide her with the help she desperately needed; on the other, I needed to avoid underquoting the job and becoming overwhelmed by unforeseen complications.

To find a fair price, I consulted my pricing worksheet—a handy tool I have to keep myself grounded in these situations. After careful consideration, I proposed a fee of $4,200. Much to my surprise, she accepted the offer immediately and even paid the deposit on the spot. For the first time in months, she felt a sense of relief while discussing her company’s circumstances.

This experience reinforced a crucial lesson I have learned time and again: when clients feel that you genuinely understand their challenges, the price becomes a secondary concern. They are seeking a trusted partner to alleviate their stress—especially when they are in a position to invest in their solutions.

In the past, I have made the mistake of undervaluing similar projects, mistakenly thinking that they would require a set number of hours. However, the real value lies not in the time spent, but in resolving the client’s issues and helping them regain control over their business. Additionally, one must always account for unforeseen elements that can prolong a project. Those who have a few years of experience in this field are well aware of this reality.

Pricing services is