The Emotional Landscape of Pricing in Small Business Consulting

It’s easy to forget that behind every business interaction lies a deeply human experience. Recently, I had a sales call that drove this point home for me, highlighting the critical importance of pricing in consulting, especially within the small business realm.

Late last year, I received a distressed call from a restaurant owner I had previously collaborated with. She was in a whirlwind of panic: her sales had plummeted, her financial records were chaotic, and she was contemplating selling her restaurant. In addition, she was trying to secure a line of credit, but without clean financials, the process felt daunting. During our call, I took a step back and let her voice her fears and frustrations. It was a deliberate choice—often, simply allowing someone to share their troubles can forge a strong rapport, and occasionally, you find yourself acting as a therapist who happens to know Excel.

For my client, organizing her financials was not merely a procedural task; it carried significant emotional weight. The status of her business was intertwined with her life decisions. Updating her records could either offer her a pathway to remain in the industry or provide a means to exit gracefully. The stakes couldn’t have been higher. I’ve often been guilty of getting lost in the mechanics of project scoping and pricing, forgetting that there’s a deeply personal side to small businesses.

As I assessed her financial chaos—counting the multitude of transactions, untangling personal spending from business expenses, and feeling the urgency radiating from her situation—I quickly realized this job wouldn’t be a straightforward cleanup. I had to balance my empathy for her circumstances with the realities of pricing my services. Given our ongoing relationship and the trust we had built, I didn’t want to overwhelm her with a shocking price tag. Yet, I also knew underpricing could lead to resentment if unforeseen complications arose during the project.

To guide my decision, I referred to a simple pricing worksheet I use for evaluation (you can find the link in the comments). I proposed a fee of $4,200, fully anticipating some back-and-forth in negotiations. To my surprise, she accepted immediately, arranged for a deposit, and mentioned it was the first time in months that she felt a sense of relief discussing her business woes.

This experience reaffirmed my experience: when clients sense that you truly understand their challenges and can provide a credible solution, the price becomes somewhat secondary. They seek a trusted partner to eliminate their pain points