The Emotional Side of Selling: Why Pricing is Crucial for Small Business Success

In the world of small business, the challenges often extend beyond spreadsheets and profit margins. A recent experience during a sales consultation highlighted the profound emotional layers that accompany financial decision-making.

Last year, a former client—a restaurant owner facing a dire situation—reached out to me. Her sales had plummeted, her financial records were thoroughly disorganized, and she was contemplating either selling her business or securing a line of credit without any reliable data to support her application. When we connected, I realized that my role was not just to offer financial advice but to listen—something that proved instrumental in building our rapport. Sometimes, as a consultant, you find yourself acting as a therapist, equipped with Excel skills rather than a psychology degree.

For this client, getting her financial records in order was not merely a task; it was a critical step that could determine the future of her business. The stakes were incredibly high. In the midst of crunching numbers and devising strategies, I reminded myself that there was a person behind the business—someone whose dreams and livelihood were deeply intertwined with these financial decisions. In the realm of small business, there’s an undeniable personal aspect that can sometimes get lost in the analytical noise.

As I assessed the volume of transactions and the chaotic mixing of personal and business finances, I knew that turning things around wouldn’t be a swift process. I also understood the need for sensitivity in my pricing; this client was not only a repeat customer but someone I genuinely enjoyed collaborating with. While I wanted to offer her assistance, I also needed to ensure that I quoted a fair price that reflected the scope of work without leaving me undervalued.

After calculating the necessary scope of work, I settled on a proposal of $4,200. I prepared for a potential negotiation, but to my surprise, she signed the agreement almost immediately, expressing relief for the first time in months. This reaffirmed a key lesson I’ve learned over the years: when clients feel that you genuinely understand their struggles, the focus shifts away from price, and they are more inclined to trust you to resolve their issues.

Reflecting on past experiences, I recognized that underpricing my services can lead to regret. It is tempting to assume that a project will require a set number of hours, but the reality is that the real value lies in the outcomes you provide, not just the time you spend. The unforeseen complexities that invariably arise