Navigating the Emotional Landscape of Pricing in Business Services

In the ever-evolving landscape of business, the significance of pricing can hardly be overstated—especially for service providers catering to small businesses. Not too long ago, I had a memorable sales call with a restaurant owner who was grappling with a crisis. With sales plummeting and her financial records in disarray, she was contemplating selling her business and applying for a line of credit without the clean financials that banks typically require. Our conversation quickly became a cathartic release for her, highlighting an essential aspect of service-based interactions: sometimes, we find ourselves playing the role of an unqualified therapist equipped with a spreadsheet rather than a seasoned consultant.

As she expressed her distress over her business’s state, I realized that our focus needed to extend beyond mere numbers. For her, getting her books in order was not simply a technical task; it represented a pivotal moment that could determine the future of her livelihood. The stakes were incredibly high—this wasn’t just about balancing the books; it was about regaining her footing in the business world, whether that meant continuing to operate her restaurant or ultimately transitioning out of it.

In weighing the tarnished state of her financial records, the volume of transactions, and the personal expenses intermingling with business costs, it was clear that this wasn’t going to be a straightforward cleanup operation. I wanted to ensure our quote was fair but also reflective of the considerable work required. My inclination was to support her as a returning client while also safeguarding myself from underpricing what was likely to be a substantial project.

To arrive at a pricing strategy, I referenced a pricing worksheet that I utilize for self-assessment (which I’ll link to for those interested). After careful consideration, I arrived at a proposal of $4,200. Much to my surprise, she signed the agreement immediately, paid the deposit, and shared that it was the first time in months she felt a sense of peace regarding her business situation.

This experience reinforced a valuable lesson: when a client senses that you genuinely comprehend their pain points, price becomes secondary. In those moments, clients seek someone they can trust to address their challenges. For established businesses with financial stability, the ability to pay is often not a barrier, but a testament to their commitment to overcoming obstacles.

Reflecting on my past, I’ve learned the hard way about the pitfalls of underpricing services based on the assumption that projects will adhere to a predetermined timeline. The truth