The Emotional Landscape of Pricing Your Services: Lessons from a Sales Call
In the fast-paced world of consulting and business services, we often think of our work as largely transactional. However, a recent sales call reminded me that behind every figure in a proposal lies a human story, filled with emotions and personal stakes. The experience highlighted the profound impact that pricing can have not just on business operations, but also on a client’s peace of mind.
Last year, I received a call from a restaurant owner I had previously worked with. She was in a state of distress as her sales had plummeted, her financial records were in disarray, and she was contemplating selling her restaurant. Adding to her woes, she was attempting to secure a line of credit without any organized financial information to present to the bank. Our conversation began with her pouring out her concerns—an essential part of establishing rapport. It struck me during this exchange that sometimes, we play the role of an unqualified therapist who just happens to be proficient in Excel.
For this restaurant owner, the need to tidy up her financial records was not merely a logistical requirement; it was a significant emotional hurdle. The outcome of this work would either allow her to continue pursuing her business dreams or facilitate a departure that she was uncertain about. In the whirlwind of scoping and pricing services, it’s easy to overlook the very real human element on the other end of the line. Running a small business is often a deeply personal venture.
As I assessed her financial situation—an overwhelming volume of transactions, inexplicably mixed personal and business expenses—I came to the realization that cleaning up her books would be a considerable task. I wanted to ensure that my quote was fair, especially as a returning client, but I also didn’t want to undervalue the effort required. After preparing my pricing proposal, I suggested a fee of $4,200. To my surprise, she accepted without hesitation and promptly made a deposit. She expressed that it was the first time in months she had felt a sense of relief about her business’s situation.
This interaction reaffirmed a lesson I’ve encountered repeatedly: when clients sense that you genuinely understand their pain points and the subsequent solutions they require, the price often becomes a secondary concern. They are seeking partners who can help them navigate their struggles, especially if they have the means to invest in their recovery.
Reflecting on previous experiences where I underquoted similar jobs, I realized that the true value of our work doesn’t lie in the hours
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