The Emotional Side of Sales: Pricing with Empathy in Mind

Navigating the world of entrepreneurship can often feel like walking a tightrope—especially for small business owners. Recently, a call I received from a restaurant owner highlighted the profound intersection of emotional concerns and financial realities that often accompanies sales.

Late last year, this client reached out to me in distress. Her sales figures had plummeted, her financial records were chaotic, and she was contemplating selling her business. On top of that, she was applying for a line of credit with disorganized financials to present to the bank. During our call, I took the time to truly listen to her concerns. Sometimes, on these calls, I find that a therapist’s patience is as valuable as any technical know-how, especially when Excel spreadsheets are involved.

As the conversation unfolded, it became evident that the state of her financial records represented much more than just numbers on a page. For her, getting her books in order was crucial—not only for maintaining her business but also for her personal sense of security and accomplishment. It’s easy to forget that behind every transaction and every proposal, there’s a human being facing real challenges. Small businesses are often incredibly personal ventures, frequently tied up in the owner’s identity and dreams.

I assessed the scope of her situation: the volume of transactions, the messy integration of personal and business expenses, and the urgent timeline. I recognized that this was far from a simple task. My goal was to strike a balance between providing her with impactful help and reflecting the complexity of her needs in my pricing. As a returning client who had shown resilience as a serial entrepreneur, I felt a special responsibility to support her without pricing her out of a solution.

Using a straightforward pricing worksheet I typically rely on for self-assessment, I drafted a proposal for $4,200. To my surprise, she accepted it immediately, expressing that it was the first time in months she felt a sense of relief about her business challenges. In that moment, I was reminded of a crucial lesson: when clients perceive that you genuinely understand their struggles and are equipped to offer real solutions, pricing becomes secondary. What they seek is trust—an assurance that their problems are in capable hands.

Over the years, I have learned the hard way about the importance of valuing my work correctly. It’s tempting to estimate time spent on a task, but true value lies in addressing the client’s needs and restoring their sense of control. In most cases