The Emotional Side of Selling: Understanding the Importance of Pricing in Business

Last year, I experienced a sales call that underscored a crucial aspect of running a successful business: the significance of setting the right price. A familiar restaurant owner reached out to me, overwhelmed and frantic. Sales had plummeted, her financial records were in disarray, and she faced the prospect of selling her business or applying for a line of credit without the necessary clean financial statements. During our call, I took the time to let her express her concerns. Sometimes, in the world of sales, it feels like we are unqualified therapists armed only with Excel spreadsheets, ready to lend an ear.

For her, the task of organizing her financial books wasn’t just a technical necessity; it was an emotionally charged event that had the potential to determine her future. This was not merely about numbers; it was about her livelihood, her passion—the stakes couldn’t be higher. In the hustle of quoting and evaluating work, it’s easy to forget that there’s a real person experiencing genuine anxiety on the other end of the line. Particularly in small businesses, so much of the work is deeply personal.

As I reviewed her transactions and the chaos within her financial records, I recognized that this wasn’t going to be a simple three-hour cleanup. I wanted to ensure my quote was fair—appreciating her loyalty as a returning client and recognizing the urgency of her situation. I also needed to avoid underestimating the scope of the project and risking my own frustration.

To guide my pricing, I referenced a straightforward pricing worksheet that I often use for self-assessment (I’ll share the link in the comments for anyone interested). I proceeded to draft a proposal for $4,200, anticipating some negotiation. To my surprise, she signed the contract without hesitation, promptly paid the deposit, and expressed that it was the first time in months she felt a sense of relief regarding her business.

That moment reaffirmed a lesson I’ve learned repeatedly: when a client feels understood regarding their pain points, pricing loses its dominance in the conversation. What they truly desire is a trustworthy partner who can effectively solve their problems—especially if they are in a position to afford it.

I’ve made the mistake of undervaluing my work in the past, only to learn that the worth of a project is not measured by the time invested, but by the resolution of the client’s challenges and restoring their sense of agency. More often than not, the hours required