Understanding the Emotional Side of Pricing in Sales

It’s fascinating how pricing can be a pivotal factor in maintaining the health of a business. Last year, I had a sales conversation that truly brought this point home. A restaurant owner I had collaborated with previously reached out to me in distress. Her sales were declining, her financial records were in chaos, and she was contemplating selling her business. To make matters worse, she was applying for a line of credit and had no coherent financials to present to the bank.

During our discussion, I took the time to listen to her concerns. Sometimes, you find yourself playing the role of an unofficial therapist, even if your expertise lies more in spreadsheets than counseling. In her situation, the need to organize her financials wasn’t merely a logistical issue; it was deeply intertwined with her emotions. This work could either anchor her in the business or allow her a graceful exit. The stakes were incredibly high.

What struck me was the realization that it’s easy to lose sight of the human element when you’re caught up in the mechanics of pricing and project scoping. For small business owners, their enterprises aren’t just about numbers; they represent their dreams, efforts, and sometimes, their entire identity.

As I reviewed her transactions and the chaotic state of her records—including a concerning amount of personal expenses—I recognized that this wouldn’t be a quick fix. My instinct was to deliver a fair quote without shocking her with the cost, especially since she had been a loyal client and genuinely needed assistance. Yet, I also wanted to avoid undervaluing the service, which could lead to resentment down the line.

To ensure I was on the right track, I referenced a pricing worksheet I typically use for self-assessment (I’ll share a link in the comments for anyone interested). I ultimately proposed a price of $4,200. To my surprise, she accepted instantly, paid the deposit, and remarked that it was the first time in months she felt relaxed discussing her company’s issues.

This experience reinforced a lesson I’ve learned repeatedly: when a client senses that you genuinely understand their predicament, the price often becomes a secondary consideration. They seek a trustworthy partner to resolve their challenges, particularly if their financial situation allows it.

I’ve made the mistake of underpricing work in the past, banking on the assumption that “this should only take X hours,” but the reality is that the real value lies in the resolution of the client’s issues—not merely the time spent. It’s essential to acknowledge that unforeseen