The Emotional Aspects of Pricing: Insights from a Sales Call

In the world of business, especially within the realm of small enterprises, pricing strategies can often feel like a balancing act. Last year, I found myself on a sales call that underscored this notion in a profound way. A restaurant owner, with whom I had previously collaborated, had reached out in a state of distress. Her business was facing a downturn, her financial records were in disarray, and she was contemplating selling her restaurant. To complicate matters, she was attempting to secure a line of credit without having clean financials—a daunting situation, indeed.

As we connected over the phone, I took a moment to simply listen. There’s a significant value in allowing a client to express their thoughts and concerns—it’s an essential strategy for building rapport. Sometimes, you find yourself acting as an unlicensed counselor equipped only with an understanding of Excel.

In her case, getting her financials in order was not merely about practicality; it was an emotional imperative. The trajectory of her business would determine whether she could remain in her current venture or potentially exit it altogether. The stakes couldn’t have been higher.

During our conversation, I was reminded of the importance of recognizing the human element in business transactions. For many small business owners, their work is deeply intertwined with their personal identity and aspirations. I examined her volume of transactions, the disarray of her financial records, and the blend of personal and business expenses, all while anticipating that this would not be a quick fix.

Understanding the nuances of pricing can be tricky. On one hand, I didn’t want to overwhelm her with high costs, considering she was a repeat client—an entrepreneur I genuinely enjoy working with. On the other hand, I needed to ensure I didn’t undervalue my services, leading to a project that might test my patience.

To gauge the right pricing strategy, I referred to a straightforward pricing worksheet that I often use (a link to this resource is available in the comments). After some deliberation, I put together a proposal for $4,200 and sent it her way. To my surprise, she signed the agreement immediately, paid the deposit, and expressed that it was the first time in months she felt a sense of relief regarding her business’s challenges.

This experience reaffirmed a lesson I’ve learned repeatedly: when clients recognize that you genuinely understand their pain points and your solution aligns with their needs, the price often becomes secondary. They are looking