The Emotional Dynamics of Pricing: Insights from a Sales Call
In the fast-paced world of running a business, pricing often feels like a cold mathematical equation rather than an emotional conversation. Recently, I had a sales call that served as a poignant reminder of just how crucial proper pricing can be for any firm.
Last year, a restaurant owner I had previously worked with reached out to me in a state of sheer panic. Her sales were plummeting, her financial records were in disarray, and she was contemplating selling her business while attempting to secure a line of credit—without any clean financials to present to the bank. As we spoke, I realized that this wasn’t just a business conversation; it was an emotional journey for her.
During our call, I employed a straightforward strategy: I let her express her worries and frustrations. This listening approach not only helped ease her anxiety but also established a genuine connection. In moments like these, I sometimes feel more like an unqualified therapist with a knack for Excel than a business advisor.
For her, the task of organizing her books wasn’t merely about compliance; it was tied to her identity and future. The stakes were incredibly high—this was not just about finances, but about the very survival of her business. In the throes of analyzing the disarray of her records, I had to remind myself of the human element involved. Each small business has a deeply personal story behind its numbers.
After examining the volume of transactions and the condition of her financial records—where personal expenses were tangled with business costs—it was clear this was going to be a significant project. I wanted to avoid shockingly high estimates, especially since she was a returning client and someone I genuinely enjoyed working with. At the same time, I knew I had to avoid underquoting and risking being trapped in a project that would drain my resources and enthusiasm.
To strike a balance, I referred to a pricing worksheet I use for self-assessment (which I’ll be sharing in the comments). I decided on a proposal of $4,200. To my surprise, she accepted immediately, paid the deposit, and expressed relief—remarking that it was the first time in months that she felt a sense of calm about her business.
This experience reiterated a lesson I’ve learned countless times: when clients perceive that you genuinely understand their challenges and are equipped to offer solutions, pricing becomes a secondary concern. They are often eager to collaborate with someone they trust, particularly if they are established
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