The Emotional Aspect of Selling: A Sales Call That Shaped My Understanding of Pricing
Reflecting on a sales call from late last year, I’m reminded of the critical role pricing plays in operating a successful business. A previous client, a restaurant owner, reached out to me in a state of sheer panic. She was grappling with declining sales, disorganized financials, and the daunting prospect of either selling her business or securing a line of credit—sans clean financial documents. Our conversation quickly turned into a therapeutic session, where I took the time to listen to her concerns. Sometimes, it feels like my role straddles that of an untrained therapist and an Excel expert.
In this situation, updating her financial records was not merely about practicality; it carried profound emotional weight. The outcome could dictate whether she’d retain her business or find a way to transition out of it. The stakes couldn’t have been higher. In the hustle of pricing services and scope of work, it’s easy to overlook that there is a human being behind the numbers. For small business owners, their ventures can often feel deeply personal and intertwined with their identities.
I assessed the complexity of her finances, filled with muddled personal expenditure and an overwhelming number of transactions. It was clear that this wasn’t going to be a simple fix, and I found myself in a delicate position. Striking the right balance between offering a fair price while acknowledging the value of the work required was crucial. I didn’t want to deliver a sticker shock, especially since I had established a rapport with her, nor did I want to undervalue my services, which could lead to a burdensome project.
To navigate my pricing, I referred to my go-to pricing worksheet (available via a link in the comments for those interested). I proposed a fee of $4,200 to her, anticipating a negotiation. To my surprise, she accepted immediately, paid the deposit, and shared that it was the first time in months she felt at ease discussing her business woes.
This experience reaffirmed a lesson I’ve grown to appreciate: when clients sense that you genuinely grasp their challenges and provide a tailored solution, the discussion around pricing becomes secondary. They seek someone they can trust to address their issues, particularly when they have the financial means to do so.
In the past, I have misjudged pricing for projects like this. It’s easy to assume, “this should only take X hours,” but the true value lies in resolving the client’s pain
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