The Emotional Side of Selling: A Lesson in Pricing and Client Rapport

Last year, I encountered a powerful reminder of the crucial role that pricing plays in the success of a business during a sales call. A restaurant owner, a previous client, 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. To complicate matters, she was trying to secure a line of credit without any clean financial statements to present to the bank.

As we spoke, I took a step back and allowed her to express her frustrations and fears. This approach often helps in establishing rapport—after all, sometimes you find yourself playing the role of an unofficial therapist alongside your professional expertise in Excel.

In her situation, the urgency of getting her finances in order went beyond mere practicality; it was deeply personal. This endeavor could either sustain her business ambitions or facilitate her departure from a venture she poured her heart into. The stakes were incredibly high. This interaction served as a poignant reminder that behind every business transaction lies a human story. In the realm of small business, emotions are deeply intertwined with decisions and outcomes.

I assessed her numerous transactions, the chaotic state of her records, and how personal expenses were intricately mixed in, marking this as a substantial project. I was acutely aware that this wouldn’t be a simple fix. My goal was to provide a fair quote without shocking her with high prices, considering our existing relationship as colleagues in entrepreneurship. At the same time, I needed to ensure that I didn’t undervalue the work, which could lead to frustration on my end.

To ground myself, I referred to my pricing worksheet, a handy tool that I use for validation. I drafted a proposal totaling $4,200 and sent it her way. To my surprise, she signed it almost immediately, made the deposit, and expressed that it was the first time in months she felt a sense of relief regarding her business’s challenges.

This encounter reinforced a key insight I have repeatedly observed: when a client feels genuinely understood in terms of their pain points and needs, the discussion around price shifts to the background. Their primary concern is finding a trustworthy partner who can resolve their issues, especially when financial resources are available—they’re usually seasoned entrepreneurs, not trying to bootstrap.

My journey in pricing has taught me that undervaluing such work can lead to significant learning experiences. It’s tempting to think, “This will