The Emotional Landscape of Pricing: Insights from a Sales Call
In the world of business, especially within the realm of small enterprises, the emotional intricacies often play a significant role in decision-making—sometimes even outshining the cold, hard facts of financial data. I was recently reminded of this during a sales call with a restaurant owner I had previously collaborated with. Reaching out in a state of distress, she expressed that her sales were in decline, her financial records were a mess, and she was contemplating selling the business. Adding to her challenges, she needed to present clean financials to secure a line of credit.
During our conversation, I took a step back and allowed her to express her concerns without interruption. It became clear that, in that moment, I wasn’t just an Excel-savvy business consultant; I was serving as an unqualified therapist, listening to her worries and fears. This approach helped establish rapport, and it reinforced an essential truth: selling and running a business is profoundly personal for many entrepreneurs.
In assessing her situation, I noted the disarray of her financial records, the complex mix of personal and business expenses, and the urgent nature of her request. I knew this wasn’t going to be a simple fix. My goal was to provide her with the support she needed without giving her a shock in terms of pricing. She was a valued repeat client, and I truly wanted to help her navigate this turbulent time without feeling exploited.
To ensure my proposal was both fair and reflective of the work required, I used a pricing worksheet I rely on as a sanity check. After careful consideration, I drafted a proposal for $4,200. To my surprise, she signed immediately, paid a deposit, and expressed that it was the first time in months she felt calm about her business situation.
This experience reinforced a crucial lesson I continually encounter: when clients feel understood in their struggles and believe you can provide the solution, the discussion around pricing often becomes secondary. They prioritize finding someone trustworthy who can effectively address their problems—especially if they’re financially capable.
Reflecting on my past, I realized that underpricing such services can lead to frustration. It’s tempting to think in terms of billable hours, but the real value lies in resolving the client’s issues and restoring their sense of control over their business. Pricing should reflect that value, not just an estimation of time. Additionally, experience has taught me that unforeseen challenges often arise, complicating even the simplest projects.
Ultimately
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