The Emotional Landscape of Selling: Insights from a Sales Call

In the world of sales, pricing is often one of the most critical aspects of running a successful business. Late last year, I found myself in a conversation that illuminated this point. A restaurant owner, someone I had previously collaborated with, reached out in a state of distress. Sales were plummeting, her financial records were disorganized, and she was contemplating selling the business while struggling to secure a line of credit without a clear financial picture to present to the bank.

During our call, I took the opportunity to simply listen. While I pride myself on my analytical skills with tools like Excel, sometimes stepping into the role of a supportive listener can be just as important—like an unqualified therapist lending an ear.

For this client, getting her financial records in order was not merely a practical task; it carried significant emotional weight. Her profession was at stake, and with it, her sense of stability and purpose. It’s easy to overlook the human side of business in the analytical hustle of pricing projects. However, small businesses often intertwine personal emotions with financial realities.

As I reviewed her transactions, I noticed the chaos in her records, with personal expenses mixed in and the urgency of her situation amplifying the stress. I quickly realized this wouldn’t be a straightforward cleanup. Balancing my approach was crucial; I didn’t want to risk overstating the cost for someone I appreciated working with, yet I needed to ensure I didn’t undervalue the effort required, which could lead to resentment down the line.

I turned to a simple pricing worksheet that has become my go-to for these scenarios (I’ll share the link in the comments for anyone interested). After careful consideration, I proposed a fee of $4,200. To my surprise, rather than negotiating, she signed the proposal immediately and paid the deposit. She shared that it was the first time in months she felt at ease discussing her business challenges.

This interaction reaffirmed an essential lesson I’ve learned: when clients feel understood and supported in addressing their pain points, pricing takes a back seat. They desire a trusted partner to help them navigate challenges, especially seasoned entrepreneurs who have the means to invest in solutions.

Reflecting on past experiences, I’ve recognized how easy it is to underestimate the time and effort required for a project. It’s tempting to think, “This should take X hours,” but the true value lies in resolving the client’s issues and restoring their