Understanding the Emotional Side of Pricing: A Sales Perspective

In the world of small business, pricing can often feel like a tightrope walk—balancing practicality and the emotional stakes of each decision. Recently, I had a sales call that drove this point home. A restaurant owner, a client from my past, reached out in distress. Her revenues had plummeted, her Accounting records were disorganized, and she was facing critical decisions about either selling her business or securing a line of credit without clear financials.

As we spoke, I took a back seat, allowing her to express her concerns. Sometimes, in sales, we find ourselves in the role of an unofficial therapist—someone who listens and offers help while being equipped with the necessary technical skills, in my case, a strong command of Excel.

For her, organizing her financial records and preparing them for potential sale or loan extension was far more than just a business necessity; it was emotionally charged. This project could determine whether she remained in business or stepped away from it. Amid the technicalities of scoping projects and setting prices, it’s easy to forget that there’s a human being with real fears and aspirations on the other end of the line.

As I assessed her situation, I recognized the scale of the task ahead—numerous transactions, poor record management, and a blend of personal expenditures complicating the picture. I understood that this would not be a straightforward fix. My immediate concern was to avoid overwhelming her with a high quote that could push her further into anxiety, especially since I valued our previous working relationship. However, I also needed to ensure the pricing was fair for the extensive work required.

To guide my pricing decision, I consulted a simple worksheet I keep as a check on my estimates (feel free to ask for the link in the comments!). After thorough consideration, I prepared a proposal for $4,200. To my surprise, she accepted it immediately and paid the deposit. She expressed that it was the first time in months she felt any sense of relief regarding her business’s predicament.

This experience reinforced a key lesson I’ve learned: when you truly comprehend a client’s pain points and their needs, the discussion around pricing can almost fade into the background. Clients are looking for trustworthy partners who can effectively address their challenges, particularly if they possess the resources to invest in solutions.

In the past, I’ve made the mistake of undervaluing similar projects, convinced they would only require a limited amount of time. However