The Emotional Dynamics of Pricing in Small Business: A Therapist’s Approach to Sales Calls

In the course of my work, I often find myself playing a dual role: a numbers expert and an informal therapist. A sales call I had late last year perfectly exemplified this balance, emphasizing the critical nature of pricing in running a successful venture.

A familiar client, a restaurant owner known for her entrepreneurial spirit, reached out to me in a state of distress. She was grappling with a significant decline in sales, messy Accounting records, and the daunting prospect of selling her business while trying to secure a line of credit without clean financials to present to the bank. As we spoke, I adopted a listening posture, allowing her to express her concerns and frustrations. This tactic not only helped her vent but also strengthened our rapport, reminiscent of a supportive therapist with an expertise in Excel.

For her, the task of getting her financial books in order was not merely a logistical necessity; it carried substantial emotional weight. Her business represented years of dedication and hard work. The potential for an exit or a means to keep her business alive made the stakes incredibly high. In the whirlwind of pricing and project scope, it’s easy to overlook the human element at play. In small businesses, the personal connection is profound.

As I dove into her financials, I observed a tangled web of transactions with personal expenses intertwined, starkly highlighting the urgency of the cleanup effort. I realized that this wouldn’t be a straightforward task, and I was cautious about how I framed the pricing. Given our prior positive relationship and her pressing need for assistance, I wanted to assure her without overwhelming her with costs. Yet, I also needed to avoid undervaluing my time and effort.

I turned to my trusty pricing worksheet—a tool I rely on for self-assessment—and prepared a proposal of $4,200. I anticipated a negotiation phase, but much to my surprise, she signed without hesitation, expressing that it was the first time in months she felt a wave of relief concerning her company’s situation. It became evident once again that when clients feel understood and see their pain points addressed, the issue of pricing takes a backseat. They crave a trusted partner to resolve their challenges, especially when they have the means to finance the solution.

From previous experiences, I’ve learned the hard way that underpricing such projects can lead to dissatisfaction and regrets. It’s a common misconception to assume a task will require only a set amount of time; however, the true