The Emotional Side of Pricing: A Lesson from the Sales Call

In the world of business, particularly in sales, understanding the emotional component is just as crucial as managing numbers and spreadsheets. Recently, I had a sales call that served as a poignant reminder of this reality, highlighting the significance of proper pricing strategies in running a successful firm.

Last fall, a restaurant owner I had previously worked with reached out in distress. Her sales numbers had plummeted, her financial documentation was chaotic, and she was contemplating selling her business while simultaneously seeking a line of credit—without any coherent financial records to present to the bank. During our call, I primarily allowed her to express her concerns and frustrations. This approach not only helped build rapport, but it also reinforced a vital lesson: sometimes, you’re more of a supportive listener than a consultant, even if your expertise lies in spreadsheets.

For her, getting her financials organized went beyond mere practicality—it resonated deeply on an emotional level. Her business represented her livelihood, and the stakes were incredibly high. Amidst the routine of assessing and pricing work, it’s easy to lose sight of the fact that a human being is on the other end, facing significant challenges. Small businesses, in particular, are often reflections of their owners’ passions and efforts.

As I assessed the volume and state of her transactions and personal expenditures mingled within the business accounts, I recognized that we were not facing a simple task. I contemplated how to present the cost of this cleanup. On one hand, I wanted to avoid overwhelming her with a steep price, especially since she was a repeat client and someone I enjoyed collaborating with. On the other hand, I didn’t want to underquote and find myself caught in a larger-than-expected project that would lead to frustration.

To navigate this, I referenced my straightforward pricing worksheet (which I’m happy to share in the comments). I drafted a proposal for $4,200, expecting some back-and-forth negotiation. Instead, she signed almost immediately, paid the deposit, and shared that it was the first time in months she felt a sense of relief regarding her situation.

This interaction reaffirmed an insight I’ve learned repeatedly: when clients feel understood and supported in addressing their pain points, the price becomes secondary. They seek a trustworthy partner to resolve their issues, especially when they have the means to pay.

I have fallen into the trap of underpricing my services before, believing tasks would take less time than they actually do