The Emotional Landscape of Pricing: Insights from a Sales Call

Reflecting on a sales interaction from late last year, I was reminded of the pivotal role that pricing plays in the success of any business. A familiar client, the owner of a restaurant, reached out to me in a state of distress. Her sales were plummeting, her financial records were chaotic, and she was contemplating the sale of her business. Compounding her anxiety was the impending application for a line of credit, all while her financials remained disorganized and unclear.

During our call, I allowed her to speak freely about her concerns. This approach, akin to that of an empathetic counselor with an understanding of Excel, fostered a strong sense of rapport between us. Her situation was not merely about numbers; it was deeply personal. The outcome would either help her continue her entrepreneurial journey or facilitate her exit from the industry.

As I assessed her financial situation—reviewing the numerous transactions, the disarray of her records, and the mingling of personal expenditures with business finances—I understood that this was not a scenario that could be resolved quickly. Given our established relationship, I wanted to present a fair price without overwhelming her, yet I also needed to avoid underestimating the complexities of the project.

To guide my pricing decision, I referenced a straightforward pricing worksheet I often use for self-evaluation (which I’ll link in the comments). I crafted a proposal amounting to $4,200, anticipating some negotiation. To my surprise, she accepted my proposal immediately, paid the deposit, and revealed that it was the first time in months she felt a sense of relief about her company.

This experience reaffirmed a fundamental truth I’ve encountered repeatedly: when clients perceive that you grasp their struggles and the nature of their needs, the focus on price diminishes. Rather, they seek out someone they can trust to address their challenges—particularly when they are financially stable and not operating on a shoestring budget.

From past experiences, I know the risks of underpricing. It’s tempting to think, “This project should only require X hours,” but the reality is that the true value lies not in the time invested but in resolving the client’s issues and restoring their sense of control over their business. Additionally, unforeseen complications invariably arise, extending the duration of any given project, a lesson learned through years in this industry.

Setting prices is a blend of analytical reasoning, instinct, and a healthy dose of empathy for the individual you are