The Intersection of Emotion and Pricing in Sales: A Lesson from the Field

In the world of sales, numbers often dominate our conversations. However, a recent experience reminded me that behind every price tag lies a human story—one that intertwines emotions with business decisions.

Late last year, I received a call from a restaurant owner I had previously collaborated with. She was distressed and overwhelmed, grappling with plummeting sales, disorganized financial records, and contemplating the sale of her business. As she shared her struggles, I took a moment to let her vent, adopting the role of an attentive listener. Sometimes, in sales, you find yourself acting as an unqualified therapist equipped with a knack for Excel.

In her situation, the urgency of cleaning up her financials wasn’t just a technical requirement; it was a pivotal emotional crossroads. This task could either empower her to continue her journey as an entrepreneur or lead to a significant life change with the sale of her business. The stakes were high, and it served as a poignant reminder that, especially in small business contexts, the personal connection cannot be overlooked.

After assessing her chaotic financial situation, it became clear that this would not be a simple fix. Despite my desire to support her as a repeat client and fellow entrepreneur, I was also aware of the need to set appropriate pricing to reflect the complexity of the task ahead. Finding that balance was crucial; I didn’t want to shock her with an inflated price, nor did I want to undervalue my services and risk getting caught in a sprawling project.

I resorted to my trusted pricing worksheet—a helpful tool I use for self-evaluation—and prepared a proposal for $4,200. To my surprise, she accepted immediately, paying the deposit with relief and stating it was the first time in months that she felt a sense of calm regarding her business woes.

This experience reaffirmed my belief: when clients perceive that you genuinely understand their challenges and needs, pricing becomes a secondary concern. They are searching for someone they trust to alleviate their burdens, particularly if they have the financial means to do so.

From my own past experiences, I know the pitfalls of underpricing services. It’s tempting to assume, “this should only take X hours,” but the real value lies not in the time spent, but in the resolution of the client’s problems. Moreover, projects rarely adhere to the original timeline—unexpected challenges invariably arise. Those with a few years of experience understand this reality all too