The Emotional Dynamics of Pricing: Insights from a Sales Call

In the world of business, particularly for small entrepreneurs, the challenges can often feel overwhelming. Recently, I had a sales call that underscored the significance of appropriately setting prices while managing client relationships.

A restaurant owner I had previously collaborated with reached out to me in a state of distress. Her sales were plummeting, her financial records were disorganized, and she was contemplating selling her business—all while trying to secure a line of credit without having clean financials to present to the bank. As we connected over the phone, I allowed her to share her concerns. Sometimes, being a supportive listener is akin to stepping into the shoes of an unqualified therapist—just with a strong grasp of Excel.

In her situation, the urgency of cleaning up the financial records was not just a logistical necessity; it was intertwined with her emotional well-being. The outcome of this process would determine whether she could continue her entrepreneurial journey or take a step back. The stakes were undeniably high. In the fast-paced world of scoping and pricing, it’s all too easy to overlook the human element. For many small business owners, their venture is not just a source of income; it’s a significant part of their identity.

As I reviewed her financial transaction history, it became clear that the records were in disarray, compounded by personal expenses that were mingled in. I braced myself for a lengthy and complicated cleanup process. Given our prior relationship, I wanted to avoid sticker shock, especially since she genuinely needed assistance. Yet, I was also mindful of not undervaluing the work, which could lead to feelings of resentment later on.

To maintain a fair perspective, I consulted my reliable pricing worksheet to arrive at a proposal of $4,200. To my surprise, she accepted it without hesitation, promptly paid the deposit, and expressed that for the first time in months, she felt a sense of calm regarding her company’s troubles.

This interaction reaffirmed a truth I have consistently observed: when clients feel that you grasp their challenges and genuinely want to help, the focus on pricing diminishes significantly. Trust becomes paramount, especially for established clients who are financially capable of investing in solutions.

Reflecting on my journey, I’ve made the mistake of underpricing similar projects in the past, only to realize that the true value lies beyond the hours worked. It’s about delivering solutions that empower clients, restoring their sense of control over their businesses.