Understanding the Emotional Landscape of Pricing in Sales Calls
Last year, I had a sales call that served as a powerful reminder of the crucial role pricing plays in the health of a business. A familiar restaurant owner reached out, visibly distressed. She was facing a sharp drop in sales, struggling with disorganized financial records, contemplating selling her restaurant, and attempting to secure a line of credit without having clean financials to provide to the bank. What began as a consultation quickly turned into a session where she needed to vent her frustrations—a technique I’ve learned is invaluable for establishing trust and rapport. Sometimes, in the world of sales, you find yourself wearing the hat of an unqualified therapist who just happens to be proficient in Excel.
In her situation, bringing order to her financial records was not merely a practical necessity; it was intertwined with her emotional wellbeing. The outcome of this endeavor would determine whether she could continue operating her business or step away from it entirely. The stakes couldn’t have been higher. I often remind myself that within the impersonal nature of business transactions, there is a deeply human element at play. For small business owners, their ventures are often a reflection of their personal identities.
As I examined her chaotic financial records, which included a messy mix of professional and personal expenses, the urgency of her situation became clear. I realized this wouldn’t be a quick fix. My intent was to strike a balance in pricing that respected our relationship—she was a repeat client and a seasoned entrepreneur—but also ensured I didn’t undersell myself and risk being overwhelmed by the complexities of the project.
Using a straightforward pricing worksheet I utilize for self-checking (I’ll share the link in the comments for anyone interested), I prepared a proposal totaling $4,200. I anticipated some back-and-forth negotiation, so I was surprised when she approved the proposal almost immediately and paid the deposit, telling me it was the first time in months she felt a sense of relief regarding her business issues.
This experience reaffirmed a key insight I’ve encountered repeatedly in my career: when clients sense that you genuinely understand their challenges and requirements, financial considerations often take a back seat. They are looking for a trusted partner to resolve their problems—especially if they have the means to do so, as was the case with her.
I’ve faced the consequences of underpricing projects in the past, a lesson learned through experience. It’s tempting to think, “this should require X number of hours,” but the true value lies not in
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