The Emotional Side of Pricing: Lessons from a Sales Call with a Restaurant Owner

Recently, I had a sales conversation that served as a poignant reminder of the critical role pricing plays in the success of a business. A familiar restaurant owner reached out to me, overwhelmed with panic over declining sales, disorganized finances, and the looming prospect of selling her business. To make matters worse, she was preparing to apply for a line of credit without any clean financials to present to the bank.

During our call, I took a step back and allowed her to express her concerns fully. This approach not only fosters rapport but also underscores an essential truth: sometimes, we act as informal therapists, offering a listening ear alongside our expertise in tools like Excel.

For her, the need to get her financial records in order was not just a logistical necessity; it held significant emotional weight. Her business wasn’t just a job; it was her livelihood and her identity. As we navigated through her situation, I was reminded of how deeply personal the world of small business can be.

As I assessed the disarray of her financial transactions and personal expenses intertwined with her business records, I recognized that we were facing a substantial challenge. I knew this wouldn’t be a quick fix, and I wanted to ensure my pricing reflected the complexity of the situation without scaring her away. Having previously worked with her, I knew she was a capable and driven entrepreneur who genuinely needed assistance.

To arrive at a fair price, I turned to a pricing worksheet I frequently use, a simple yet effective tool for gauging the value of my services. I proposed a fee of $4,200 and sent the proposal her way, anticipating some back-and-forth negotiations. To my surprise, she signed almost immediately, wired the deposit, and shared that for the first time in months, she felt a sense of calm regarding her business.

This moment reinforced a key insight I have gained from working with clients over the years: when a client believes you genuinely understand their struggles and needs, pricing suddenly becomes secondary. They are looking for someone they can trust to alleviate their problems—especially if they are financially stable and not strapped for cash.

In the past, I have undervalued projects like this one, feeling compelled to estimate the hours rather than recognizing the true value of the service I provide. However, the real value lies in resolving the client’s issues and restoring their control over their business. It’s important to note that projects rarely fit neatly into predetermined