The Human Side of Selling: Understanding the Emotional Aspects of Pricing
In the fast-paced world of sales, there are moments that remind us of the deeper connections we forge with our clients, especially when emotions run high. A recent experience I had with a restaurant owner serves as a poignant example of how the intricacies of pricing are intertwined with human emotions and relationships.
Last year, I received a frantic call from a familiar client, a restaurant owner with whom I had collaborated before. She was in a state of distress, facing a significant decline in sales, tangled financial records, and the looming thought of selling her business. To make matters worse, she was attempting to secure a line of credit without having clean financials to present to the bank. It was clear that she needed support, and I knew my role was not just to provide a service but to lend an empathetic ear. Sometimes, being proficient in tools like Excel doesn’t quite cut it; we also play the role of a confidant.
Listening to her vent about her challenges was not only therapeutic for her—but it also built a stronger rapport between us. The emotional stakes were incredibly high; her livelihood—and the future of her restaurant—depended on this pivotal moment. It’s easy to get caught up in the logistics of pricing and scoping work without recognizing the human element involved in small businesses.
As I reviewed her financial situation, assessing transaction volumes and messy records filled with personal expenses, it became evident that her needs were urgent and complex. I knew that this task wouldn’t be a quick fix, and I felt the weight of responsibility to approach the pricing thoughtfully. I wanted to avoid sticker shock, especially since she was a repeat client and someone whose business journey I had come to admire. However, I also didn’t want to underquote and find myself buried in a project that might overwhelm me.
To ensure my proposal was fair yet reflective of the work involved, I referred to a pricing worksheet I frequently use for self-checking. I recommended a fee of $4,200 and sent her the proposal, expecting some back-and-forth negotiation. To my surprise, she signed promptly and made her deposit, expressing that it was the first time in months she felt a sense of relief regarding her business’s circumstances.
This experience reaffirmed a crucial lesson I have learned time and again: when clients feel genuinely understood and supported, the cost of a service becomes secondary. They are primarily looking for someone they can trust to address
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