Understanding the Emotional Side of Selling: Lessons from a Sales Call
Last year, I had a sales call that served as a powerful reminder of the critical role pricing plays in the success of a business. A restaurant owner, a valued client from previous projects, reached out to me in a state of distress. She was faced with declining sales, disorganized financial records, and the challenging decision of whether to sell her business. To make matters worse, she was in the midst of applying for a line of credit without having any coherent financials to present to the bank. During our conversation, I primarily listened as she shared her concerns; sometimes, the role of a sales professional morphs into that of a compassionate listener—a therapist of sorts who happens to be adept with Excel.
For her, the need to tidy up her financial books was not merely a practical issue; it was deeply emotional. This project had the potential to either secure her future in the restaurant industry or pave the way for her exit. The stakes were undeniably high. In the hustle of calculating costs and pitching services, it’s easy to overlook the human element involved in small businesses, where personal investment runs deep.
Upon reviewing her financial records, I quickly realized that this wasn’t going to be a simple fix. The chaos of numerous transactions and muddled personal and business expenses indicated that a quick cleanup would be unavailable. I was determined to strike a balance: I didn’t want to shock her with an inflated quote, especially given our past positive working relationship, but I also needed to ensure I properly valued my time to avoid being overwhelmed by the magnitude of the project.
Using a straightforward pricing worksheet I often reference (I’ll share the link in the comments), I proposed a fee of $4,200. To my surprise, she accepted the offer without hesitation, and the moment she paid the deposit, she expressed that it was the first time in months she felt a sense of calm regarding her business situation.
This experience reaffirmed a crucial insight: when clients feel genuinely understood regarding their pain points, financial considerations become less significant. Their primary concern is connecting with someone they can trust to resolve their issues—especially if they have the resources to afford the assistance (in her case, being an established entrepreneur).
I’ve learned the hard way about the risks associated with underpricing services. It’s tempting to assume, “This task should only take X hours,” but the truth is that the value lies not in time alone, but in the effectiveness of solving
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