The Emotional Dynamics of Pricing: Insights from a Sales Call

In the world of entrepreneurship, pricing strategies are pivotal—and sometimes, the journey to getting it right is as emotional as it is financial. Reflecting on a sales call from late last year, I was reminded just how significant the right pricing can be when running a business.

A familiar client, a restaurant owner I had collaborated with previously, reached out in a heightened state of distress. Her establishment was experiencing a drop in sales, her financial records were disorganized, and she was contemplating the sale of her business. To complicate matters, she was seeking a line of credit but lacked the clean financials required by her bank. As we spoke, my role became less about the technicalities and more about lending an ear. In instances like this, sometimes you find yourself channeling the comforting presence of an unqualified therapist with a knack for Excel.

For her, the stakes were extraordinarily high. The task of getting her financial books in order was not just about meeting practical needs but also about providing her with peace of mind—her livelihood depended on it. Businesses, especially small ones, are often extensions of their owners’ identities, making the emotional aspect of such crises palpable.

As I examined her financial records, it was clear that this wouldn’t be a straightforward cleanup. I was conscious of maintaining a balance; I didn’t want to shock her with high prices, especially since she had been a loyal client and truly needed my support. At the same time, I didn’t want to undervalue my work and find myself entangled in a project that felt burdensome.

I referred to my straightforward pricing worksheet—a go-to tool for ensuring my proposals are both fair and reflective of the effort required. I compiled a proposal for $4,200, expecting negotiations. To my surprise, she signed immediately and made the deposit, expressing that for the first time in months, she felt a sense of relief regarding her company’s challenges.

This experience reaffirmed a truth I have repeatedly encountered in my work: when a client feels that you genuinely understand their issues and what they need, the conversation around pricing shifts dramatically. Clients seek trustworthy partners who can effectively resolve their problems—particularly those with the resources to invest in solutions.

I have learned the hard way about underpricing services. It’s tempting to assume that a project should only consume a specific number of hours, but the true value lies in resolving the client’s issue and helping them reclaim control over their business