The Emotional Aspect of Pricing: Lessons from a Recent Sales Call

In the world of running a business, pricing strategies often emerge as a crucial component that can significantly affect a company’s trajectory. Recently, I had an enlightening experience during a sales call that drove this point home.

A restaurant owner, with whom I had previous rapport, reached out to me in a state of distress. Her sales had sharply declined, her financial records were in disarray, and she was contemplating selling her business. On top of that, she was applying for a line of credit but lacked the clean financials required by the bank. In a moment of genuine connection, I allowed her to express her frustrations and fears, a tactic that not only built our rapport but reminded me how emotional the realm of business can be.

For her, resolving the chaos in her financial books was more than just a practical matter; it was deeply personal. The stakes were incredibly high—this could be the key to keeping her business afloat or finding a way to exit gracefully. In the hustle of analyzing and pricing my services, I sometimes lose sight of the person behind the numbers, forgetting just how intertwined business and emotion can be, especially for small business owners.

As I reviewed her financial situation, it became clear that a mere “quick cleanup” wouldn’t suffice. The complexity and urgency of the task would require significant effort. Given our positive history as client and service provider, I wanted to offer her a fair quote without shocking her with an exorbitant figure. At the same time, I had learned from past experiences that underquoting could lead to resentment and stress on my end.

To ensure I was on the right track, I consulted a straightforward pricing worksheet I often use (which I’ll link to in the comments for anyone interested). After careful deliberation, I decided on a proposal of $4,200 and sent it over. To my surprise, she quickly accepted the offer, paid the deposit, and shared that it was the first time in months she felt a sense of relief regarding her business situation.

This interaction reinforced a valuable lesson: when clients feel understood and supported in addressing their pain points, pricing tends to take a backseat. They are often willing to invest in solutions when they trust the provider, especially if they have the financial means to do so.

Reflecting on my past, I’ve occasionally undervalued projects based on my assumptions about the time involved, but the real value lies in resolving a client’s issues and restoring their