The Emotional Landscape of Pricing in Sales: Lessons from a Troubled Restaurant Owner

Last year, I experienced a sales call that underscored the crucial importance of pricing in any business operation. A restaurant owner, a familiar face from my previous engagements, reached out to me in a state of distress. Sales had plummeted, her financial records were a tangled mess, and she was contemplating selling the business. To exacerbate matters, she was trying to secure a line of credit without having clean financial documentation to present to the bank.

During our conversation, I took a step back and simply allowed her to voice her concerns. This approach not only served as a rapport-building strategy but also reminded me that, at times, my role is akin to that of a therapist—albeit one with a proficiency in Excel.

For her, cleaning up the financial records was more than just a practical necessity; it was tied to her emotional well-being. The outcome of our work together had real stakes. It would either keep her business afloat or facilitate a sale that she desperately needed. In my day-to-day routine, it’s easy to lose sight of the human element behind the numbers. For small businesses, the journey is often intensely personal.

As I assessed her situation, I noted the chaotic financial records, the intertwining of personal and business expenses, and the urgent need for intervention. I realized that this was not going to be a simple fix, and I had to balance my pricing carefully. While she was a recurring client and someone I genuinely enjoyed collaborating with, I also had to ensure that my fees reflected the extensive work ahead without overwhelming her with sticker shock.

I turned to my straightforward pricing worksheet, a handy tool I rely on for sanity checks (feel free to find the link in the comments if you’re interested). After some consideration, I crafted a proposal for $4,200 and sent it over. To my surprise, she approved it almost immediately, paid the deposit, and disclosed that for the first time in months, she felt a wave of relief while discussing her company’s plight.

This experience reinforced a significant lesson I’ve learned throughout my career: When clients believe you genuinely understand their challenges, the cost becomes a secondary concern. What they crave is a trustworthy partner who can alleviate their burdens—especially if they are established business owners who have the resources to invest.

In the past, I’ve made the mistake of undervaluing my services. It’s tempting to estimate how many hours a project may