The Emotional Side of Pricing: Lessons from a Sales Call

In the world of business, particularly in small enterprises, interactions often extend beyond mere transactions; they delve into the emotional realm. I experienced this firsthand during a sales call late last year that underscored the crucial importance of getting pricing right.

A restaurant owner whom I had previously collaborated with contacted me in a state of distress. Sales had plummeted, her financial records were disorganized, and she was contemplating selling her business. Compounding her woes, she was in the process of applying for a line of credit but lacked clean financials to present to the bank. When we connected over the phone, I chose to let her express her worries for a while. Sometimes, the best strategy in these situations is to act as a sounding board—a role I find myself playing often despite lacking formal training in therapy.

For her, revitalizing her financial records was not just a practical matter; it was deeply personal. The outcome of this endeavor could determine whether she remained actively engaged in her business or prepared for its sale. The stakes were undeniably high, and I recognized the human element behind the numbers. In the hustle of scoping and pricing projects, it’s easy to forget the emotions tied to them, especially in small businesses.

As we discussed the condition of her financial records, I assessed the volume of transactions and the muddled mix of personal expenses within her accounts. It was clear that this wasn’t going to be a simple fix. I was acutely aware of our existing relationship—she was a repeat client and a serial entrepreneur whom I genuinely enjoyed working with. With urgency in mind, I needed to strike a balance: avoid shocking her with an outrageous quote while also ensuring I wasn’t undervaluing my services, risking resentment down the line.

I pulled out my pricing worksheet—an invaluable tool that helps me establish fair costs (which I’m happy to share). After some consideration, I proposed a fee of $4,200. To my surprise, she signed almost immediately and paid the deposit, expressing that this was the first time in months she felt a sense of relief regarding her company’s predicament.

This experience reaffirmed a valuable lesson: when clients believe that you truly understand their struggles and are prepared to address their needs, price becomes a secondary concern. They seek a trusted advisor to help navigate their challenges, especially when they have the means to pay for it.

I’ve made the mistake of underpricing similar projects in the past,