The Emotional Landscape of Pricing: Insights from a Recent Sales Call

In the fast-paced world of business, especially for small enterprises, the emotional undercurrents can be as significant as the financial ones. A sales call I experienced late last year serves as a telling reminder of the critical nature of pricing when managing a firm.

The scenario unfolded when a restaurant owner, a previous client of mine, reached out in a panic. She was confronted with plummeting sales, disorganized financial records, and contemplation about selling her business—all while seeking a line of credit that was nearly impossible to obtain without clean financials. When we connected over the phone, I let her share her concerns, allowing her the space to vent. Sometimes, facilitating this kind of emotional release is just as effective as traditional therapy—especially when you happen to be someone familiar with Excel.

For her, getting the financials in order was more than a straightforward task; it was laden with emotional significance. The outcome of our efforts could either empower her to continue in the business she loved or prompt a challenging exit. In these moments, I’m reminded of the fact that behind every business transaction lies a person with hopes and fears.

I evaluated the extent of her disarray: the volume of transactions, the entanglement of personal expenses, and the urgency of the situation. I recognized immediately that a quick fix wouldn’t suffice. Moreover, I was conscious of maintaining a fair pricing approach. Given her status as a repeat client—an experienced entrepreneur who I genuinely enjoy working with—I didn’t want to spring an overwhelming price on her. Yet, I also didn’t want to undervalue the time and complexity involved.

I referred to my pricing worksheet, a handy tool I use to fairly assess the value of my services. After considering all factors, I proposed a fee of $4,200. To my surprise, she signed the agreement almost immediately and submitted her deposit. She expressed that it was the first time in months that she felt a sense of ease about her business worries.

This experience reinforced a crucial lesson I’ve learned repeatedly: When clients see that you genuinely understand their challenges and needs, price takes a back seat. They seek a trustworthy partner who can resolve their issues, particularly when they are equipped to pay for the expertise they require.

In my earlier years, I’ve made the mistake of underpricing my services, thinking I could estimate the time involved. However, I’ve come to understand that the true value lies in resolving the