The Emotional Dynamics of Pricing: Insights from a Sales Call

In the realm of running a business, one truth reigns supreme: pricing is crucial. A recent experience during a sales call reminded me of this importance. Late last year, I received a call from a restaurant owner I had previously collaborated with, and she was in a state of distress. Sales were plummeting, her financial records were a chaotic jumble, and she was contemplating selling her business while simultaneously trying to secure a line of credit—without any clean financials to present to the bank.

During our call, I took a step back to let her voice her concerns. This not only helped build a connection but also highlighted the often-overlooked emotional aspect of selling and consulting. Sometimes, we find ourselves wearing the hat of an unofficial therapist, even when our primary skills lie elsewhere—like Excel.

For this restaurant owner, the need to update and organize her financial records wasn’t merely a practical issue; it was a deeply personal one. Her situation had significant stakes: this job could either keep her afloat or facilitate her exit from the business she poured her heart into. It’s easy to forget, amidst the technicalities of pricing and project management, that behind every number is a human being with their own hopes, fears, and passions. In the world of small business, emotions run high.

As I assessed her situation—evaluating the number of transactions, the disorganized records, and the personal expenses mingled with business finances—the urgency of her need became clear. This wouldn’t be just a quick fix, and I wanted to approach pricing with care. On one hand, I didn’t want to overwhelm her with sticker shock since she was a repeat client and a dynamic entrepreneur; on the other hand, I didn’t want to undervalue my services and find myself overwhelmed by an extensive project.

To navigate this delicate balance, I referred to my trusted pricing worksheet. I prepared a proposal for $4,200 and sent it off, anticipating some back-and-forth on the cost. To my surprise, she accepted it without hesitation, paid the deposit, and expressed that it was the first time in months she felt any relief regarding her company’s challenges.

This experience reaffirmed a fundamental lesson I’ve learned repeatedly: when clients sense that you truly grasp their pain points and needs, the price tends to take a backseat. They seek trust and competence, especially when they are financially stable and capable of investing in solutions.