Understanding the Emotional Side of Selling: Insights from a Recent Sales Call

Last year, a particular sales call served as a pivotal reminder of the importance of proper pricing in any business. A restaurant owner, with whom I had previously collaborated, reached out to me in a state of distress. Her sales were plummeting, her financial records were chaotic, and she was contemplating selling her business while desperately attempting to secure a line of credit—despite lacking the organized financial documentation that banks require.

During our phone conversation, I mostly listened as she expressed her concerns. This approach helped cultivate rapport, as sometimes, being an empathetic ear can be just as valuable as the technical skills I bring to the table. In essence, it felt as though I were an untrained therapist with a penchant for Excel.

In her situation, getting her financial accounts in order was not only a practical necessity but also a deeply emotional process. The outcome of this work could determine whether she continued to pursue her business or sought an exit strategy. The stakes were undeniably high. It’s easy to become consumed by the technical aspects of pricing and project scoping, but we must remember the human element involved—especially in small businesses, where stakes often feel incredibly personal.

I assessed the extent of her disarray: the sheer volume of transactions, the poor record-keeping, and the entanglement of personal and business expenses. I quickly realized that this wouldn’t be a straightforward cleanup operation. Given her history as a repeat client, I wanted to avoid overwhelming her with exorbitant fees; at the same time, I was wary of underquoting, which could lead to a challenging project I’d come to resent.

I pulled up a straightforward pricing worksheet I often use as a reference and drafted a proposal for $4,200. To my surprise, rather than negotiate, she eagerly signed, paid the deposit, and remarked that it was the first time in months that she felt a sense of calm regarding her business.

This experience reaffirmed a crucial lesson: when a client feels understood and supported in addressing their pain points, the price becomes a secondary consideration. They are primarily interested in finding a trustworthy partner who can resolve their issues—especially if they have the financial capacity to do so.

Throughout my career, I’ve occasionally miscalculated project pricing, only to realize later that true value lies not in the hours spent but in the solutions offered. Every project inevitably encounters unforeseen issues, which can complicate timelines and outcomes. Those