The Emotional Aspect of Selling: Insights from a Sales Call
In the realm of sales, crucial lessons often unfold in unexpected moments. Late last year, I found myself on a sales call that illuminated the critical role of pricing in running a successful firm. I was contacted by a restaurant owner who had previously partnered with me. Her message was filled with urgency and distress: her sales were plummeting, her financial records were chaotic, she contemplated selling her business, and she was applying for a line of credit without solid financials to present to the bank.
During our discussion, I chose to listen attentively as she expressed her concerns. This approach, surprisingly effective for establishing rapport, reminds me that sometimes, we serve not just as professionals, but as quasi-therapists who know how to crunch numbers—I call it the “Excel therapist” role.
For her, the task of organizing her financial records was more than a routine business requirement—it was an emotionally charged situation. Her ability to either continue running her business or to exit gracefully depended on our next steps. The stakes were incredibly high. In the hustle of analyzing and pricing service work, it can be easy to overlook the human element. After all, in small businesses, emotions run deep.
As I assessed her transaction volumes and the disarray of her records—coupled with the personal expenditures that muddied the waters—I realized that this wasn’t going to be a straightforward cleanup. I needed to approach pricing delicately. Given our existing relationship and my appreciation for her entrepreneurial spirit, I aimed to strike a balance: I didn’t want to shock her with a high price, but I also wanted to avoid underquoting and getting immersed in an overwhelming project.
To aid my decision-making, I referenced a simple pricing worksheet that I employ for these scenarios (which I’m happy to share in the comments). After careful consideration, I proposed a fee of $4,200. Anticipating some back-and-forth negotiation, I was surprised when she signed off immediately and paid the deposit. She expressed that for the first time in months, she felt a sense of relief while discussing her company’s challenges.
This experience reinforced a crucial insight I’ve gathered over time: when clients perceive that you truly understand their pain points, pricing becomes a secondary concern. What they seek is a trustworthy partner to help them navigate their problems—especially when they have the means to invest in those solutions.
Throughout my career, I’ve occasionally mispriced services, operating under
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