The Emotional Side of Selling: Understanding Pricing in Client Relationships

A recent experience during a sales call served as a powerful reminder of the critical importance of pricing in running a business. Late last year, I received a frantic call from a restaurant owner I previously partnered with. She was facing some troubling challenges: declining sales, disorganized financial records, and uncertainty about selling her company. To add to her stress, she was applying for a line of credit but lacked clean financials to present to the bank.

When we connected, I took the time to listen as she vented her frustrations. In this moment, I found myself stepping into the role of a supportive confidant—sometimes, the best approach is not about offering direct solutions, but allowing clients to express their worries first.

For her, the urgency of updating her financial records wasn’t merely a procedural task; it weighed heavily on her emotionally. This situation had the potential to dictate whether she continued to pursue her business aspirations or sought to exit the industry altogether. It was a stark reminder of the human element behind every business transaction. Small businesses, in particular, often carry personal significance for their owners.

As I assessed her financial situation, I noted the complexity of the transactions, the chaotic records, and the personal expenses intermingled in her accounts. The scope of the cleanup was significant, and I was acutely aware that I needed to present a fair price to ensure I could provide the necessary support without risking my own resentment from a prolonged project.

Using a pricing worksheet that I often rely on for validation, I created a proposal totaling $4,200. While I anticipated some back-and-forth negotiation, to my surprise, she signed promptly, paid the deposit, and remarked that it was the first instance in months where she felt a sense of relief discussing her company’s difficulties.

This instance reinforced a valuable lesson I’d encountered time and again: when clients feel that you truly comprehend their challenges and the underlying urgency, price tends to become a secondary concern. They seek a trustworthy partner to resolve their issues, particularly when they possess the financial means to invest in solutions.

In the past, I’ve made the mistake of undervaluing work like this, mistakenly thinking it would require only a handful of hours. However, I’ve learned that the true value lies not in the time invested but in the resolution of the client’s problems—helping them regain control over their enterprise. Moreover, it’s important to acknowledge that unexpected issues invariably arise, often extending timelines