The Emotional Dynamics of Pricing in Sales

In the world of sales, we often find ourselves donning many hats. Sometimes, it feels as if we’re acting as untrained therapists armed with a good grasp of Excel. This sentiment was particularly poignant for me during a sales call I had late last year—an experience that underscored the crucial role of pricing in running a successful business.

A familiar client, a restaurant owner, reached out in a state of distress. Her business was experiencing a troubling decline in sales, her financial records were chaotic, and she was even contemplating selling her restaurant. On top of that, she needed to apply for a line of credit but had no tidy financials to present to the bank. As we settled into our conversation, I allowed her to express her concerns, a tactic that not only built rapport but also reminded me of the emotional weight behind her struggles.

In her case, the need to clean up her financial records wasn’t merely a logistical requirement—it was a critical emotional hurdle. The outcome of our work together could determine her future in the industry, either helping her to stay afloat or facilitating her exit. In the hustle and bustle of daily business operations, it can be easy to overlook the human element on the other side of the line. For many small business owners, their enterprises are not just sources of income; they are deeply personal endeavors.

As I assessed the situation, I noted the sheer volume of transactions, the severity of the disorganization, and the urgency of her predicament. I knew this was not going to be a simple cleanup task. I was mindful of her past as a repeat client—a seasoned entrepreneur who I truly enjoyed working with. The dilemma was twofold: I didn’t want to overwhelm her with high costs, yet I also didn’t want to undervalue my work and find myself immersed in a larger-than-anticipated project.

Settling on a price point is always challenging. To ensure I remained aligned with market standards, I referred to a straightforward pricing worksheet I routinely use to assess my proposals (you’ll find the link in the comments for those interested). I crafted a proposal totaling $4,200 and sent it off, bracing myself for potential negotiation. To my surprise, she accepted immediately, paid the deposit, and expressed that it was the first time in months she felt a sense of peace regarding her business situation.

This interaction reaffirmed a truth I’ve come to recognize repeatedly: when clients sense that you truly understand