Understanding the Emotional Side of Sales: Lessons from a Recent Experience

Last year, I had a sales call that brought to light just how vital proper pricing is for any business. A restaurant owner, with whom I had a previous working relationship, reached out to me in a complete state of distress. Her sales figures had plummeted, her financial records were a tangled mess, and she was contemplating selling her business while simultaneously applying for a line of credit—without any clear financials to present to the bank.

As we spoke, I took a step back and allowed her to express her fears and frustrations. This approach, while not a conventional sales tactic, often fosters a stronger rapport. It’s true that sometimes, I feel more like an unofficial therapist with a knack for Excel than a traditional consultant.

For her, getting her financial records organized wasn’t merely about business—it was a deeply emotional undertaking. The stakes were significant, as her job was either the lifeline that kept her company afloat or a means to facilitate its sale. In the hustle of business transactions and pricing calculations, it’s easy to overlook the human element involved. After all, many small businesses are built on personal dreams, aspirations, and hard work.

As I sorted through the volume of transactions, the disorganized records, and the personal expenses intertwined with her business accounts, it became apparent that this wouldn’t be a quick fix. I hesitated on the pricing; I wanted to avoid overwhelming her with a high quote, especially since she was a regular client—a passionate entrepreneur who genuinely required assistance. At the same time, I needed to ensure that my proposal was fair and reflective of the work involved.

To guide my pricing decision, I relied on a straightforward pricing worksheet that I frequently use for reference (feel free to check the link in the comments for anyone interested). After careful consideration, I drafted a proposal for $4,200. I anticipated some back-and-forth, but to my surprise, she accepted it right away, paid the deposit, and shared that it was the first time in months she felt a sense of relief regarding her business’s situation.

This experience reaffirmed a crucial lesson I have encountered repeatedly: when clients sense that you truly understand their challenges and what they require, pricing often becomes a minor detail. They are seeking someone they trust to address their issues, especially when they are financially capable of doing so.

I’ve learned from past experiences that underpricing such work can come back to bite you. It’s tempting