Mastering the Emotional Side of Selling: A Lesson in Pricing

In the world of business, particularly in the realm of small enterprises, the human element often plays a crucial role, especially during stressful situations. Recently, I had a sales call with a restaurant owner that reminded me just how vital it is to get pricing right. This experience was not just about numbers; it was an emotional rollercoaster for my client, filled with fear and uncertainty.

The restaurant owner, a valued repeat client, reached out to me in a state of distress. Her sales numbers had plummeted, her financial records were in disarray, and she was contemplating selling the business she had poured her heart into. Furthermore, she was applying for a line of credit and had no organized financial documents to present to the bank. With everything on the line, we jumped on a call, and I allowed her to vent her frustrations for a while. Often, this kind of empathetic listening fosters rapport; sometimes, you find yourself in the role of an unqualified therapist with a knack for solving Excel mysteries.

As she recounted her challenges, it became evident that updating her books and cleaning up her financials were foundational, not only from a pragmatic standpoint but from an emotional one as well. The stakes were high: the future of her business depended on the outcome. It’s easy to overlook the human side of business when focused on the technical aspects of scoping and pricing projects, yet small businesses are often deeply personal endeavors.

Upon reviewing her chaotic financial records, I recognized that this wouldn’t be a straightforward cleanup. My heart went out to her; I didn’t want to present a price that would overwhelm her, especially since this was someone I genuinely enjoyed working with. However, I equally understood the danger of underquoting, which could lead to resentment over an unexpectedly large project.

To help myself calibrate, I accessed my reliable pricing worksheet—an invaluable tool (link available in the comments). After careful consideration, I drafted a proposal of $4,200. To my surprise, rather than negotiating, she signed the document immediately and paid the deposit. Her response was heartening; it was the first time in months that she felt a sense of relief regarding her business.

This experience solidified a lesson I’ve encountered repeatedly: when a client senses that you genuinely grasp their pain points and needs, the cost often takes a backseat. They desire a trusted partner who can resolve their issues, especially if they are established