Understanding the Emotional Side of Pricing: A Sales Lesson from the Trenches

In the world of sales, it’s easy to get lost in formulas and spreadsheets, particularly when you’re proficient in tools like Excel. However, as I discovered during a sales conversation late last year, the human element is often just as crucial as the numbers.

A familiar voice reached out to me—a restaurant owner I had previously worked with. She was in a state of distress, grappling with plummeting sales, disorganized books, and thoughts of selling her business. Compounding her anxiety was the fact that she needed to apply for a line of credit but didn’t have clean financials to present to the bank. We hopped on a call, and I took a back seat, allowing her to express her concerns and frustrations. This approach not only helped her vent but also fostered a stronger rapport between us—sometimes you feel more like a supportive therapist than a consultant armed with spreadsheets.

In her situation, the need for up-to-date and organized financial records was more than just a practical necessity—it was an emotional lifeline. The stakes couldn’t have been higher; her livelihood was intricately tied to the future of her business. In the midst of my routine pricing evaluation, I had to remember that behind the numbers was a real person facing very real challenges.

As I assessed the chaotic financial records, the blend of personal expenses with business transactions, and the urgency of her predicament, I realized this would not be a mere “quick fix.” I wanted to provide her with a fair quote, especially since she was a repeat client whom I genuinely enjoyed working with. At the same time, I had to ensure that the pricing accurately reflected the project’s scope, avoiding the all-too-common pitfall of undervaluing my services.

Drawing from a reliable pricing worksheet I use as a sanity check, I created a proposal of $4,200. To my surprise, she accepted it without reservation and made the deposit right away. She expressed that it was the first time in months that she felt at ease discussing her business situation.

This experience reiterated a key insight I have encountered repeatedly: when a client feels understood and supported, the price becomes less of a concern. They are looking for a trusted partner who can navigate their challenges, particularly if they have the financial means to invest in that partnership.

Reflecting on it, I’ve been guilty of undervaluing similar projects in the past, underestimating the