Understanding the Emotional Side of Pricing in Sales

Last year, I had a sales conversation that served as a significant reminder of the critical role that pricing plays in the success of any business. A restaurant owner, with whom I had previously collaborated, reached out to me in a state of turmoil. Sales had plummeted, her financial records were in disarray, and she was contemplating selling the business while also trying to secure a line of credit without having clean financials to present to the bank.

During our call, I primarily focused on allowing her to express her concerns. This approach is invaluable in establishing a strong rapport; sometimes, you find yourself acting more as an unlicensed therapist equipped with Excel skills than a business consultant.

In her case, organizing her financial records wasn’t just a straightforward task—it was laden with emotional implications. This undertaking could either empower her to continue running her business or facilitate her exit from it entirely. The stakes were indeed high. I often find myself losing sight of the human element behind the numbers; business, especially at the small scale, is deeply personal.

As I assessed the situation—considering the overwhelming number of transactions, the chaotic nature of her records, the intertwining of personal expenses, and the pressing urgency—I realized that this task would not be a simple cleanup. I wanted to present a fair price without overwhelming her—she was a valued, repeat client and a fellow entrepreneur I genuinely liked working with. At the same time, I was wary of undervaluing my efforts and potentially getting entrenched in a project that could become frustrating.

To ensure I was on the right track, I consulted my straightforward pricing worksheet, which helps me maintain a balanced perspective. Eventually, I crafted a proposal for $4,200 and sent it her way. I anticipated some back-and-forth negotiation, but to my surprise, she signed immediately. She even mentioned that it was the first time in months she felt a sense of relaxation regarding her business challenges.

This encounter reinforced a truth I’ve encountered repeatedly: when a client senses that you genuinely grasp their challenges and needs, pricing becomes less of a hurdle. They seek a trusted partner to alleviate their pain points, especially if they are financially established and not struggling to make ends meet.

I’ve learned from past experiences that underpricing such projects can lead to difficulties. It’s common to think, “This should only take a few hours,” but the reality is that value lies not in the hours worked but in the solutions