The Emotional Journey of Selling: Understanding the Impact of Pricing in Business

In the realm of running a business, particularly in the small business sector, the importance of getting pricing right cannot be overstated. A recent sales call brought this lesson back to the forefront of my mind, illustrating just how interconnected the emotional aspects of running a business can be with practical financial decisions.

Late last year, I received a frantic call from a restaurant owner I had previously collaborated with. She was in distress, facing a significant downturn in sales, struggling with disorganized financial records, and contemplating the sale of her business. To complicate matters further, she was attempting to secure a line of credit, with the bank requiring clean financials that simply couldn’t be provided. As we connected over the phone, I allowed her to express her concerns and fears—sometimes, being an attentive listener is the best way to build rapport. In moments like these, it’s easy to feel like an unqualified therapist with a solid understanding of Excel.

For her, the task of getting her financials in order was not merely a technical fix; it was deeply intertwined with her emotions. This wasn’t just about numbers; it was about her livelihood and future prospects. The weight of her situation was palpable, turning a straightforward task into something painfully personal. It reminded me of the humanity that often gets overshadowed by the mechanics of quoting and pricing work.

As I assessed her chaotic financial records—filled with personal expenditures and a labyrinth of transactions—I quickly realized that this wasn’t going to be a simple cleanup job. I didn’t want to overwhelm her with sticker shock, especially since she was a repeat client and someone I genuinely enjoyed working with. Yet, I also knew I had to avoid underbidding, as taking on an unwieldy project could lead to resentment on my part.

To find a balance, I referenced the pricing worksheet I regularly utilize for project evaluations (I’ll share the link in the comments for those interested). After careful consideration, I prepared a proposal for $4,200. I anticipated some negotiation, but to my surprise, she agreed without hesitation, paid the deposit, and expressed that it was the first time in months she felt a sense of relief regarding her company’s dire situation.

This experience reaffirmed a recurring lesson in my professional journey: when clients feel truly understood and supported in their challenges, the price often becomes secondary. They seek a trusted partner who can solve their problems, especially when they are in a