The Emotional Landscape of Pricing in Sales: A Lesson from a Restaurant Owner

In the world of sales, understanding the emotional dynamics at play is just as important as mastering the numbers. Recently, a late-year sales call opened my eyes to the intricate connection between pricing and the emotional wellbeing of a client—something every professional should keep in mind.

The call in question came from a restaurant owner I had partnered with before. She was experiencing a crisis: her sales were plummeting, her financial records were in disarray, and she was considering selling her business. Compounding her challenges, she needed a line of credit but lacked clean financials to present to the bank. As we spoke, I let her vent her frustrations, a strategy that often helps to establish rapport. Sometimes, in these moments, one feels more like a therapist with a proficiency in Excel than a consultant.

For her, the need to tidy up her financial records wasn’t merely a procedural task; it was an emotionally charged necessity. The fate of her business hung in the balance—this was a pivotal moment that could determine whether she continued to pursue her entrepreneurial dreams or closed the chapter on her restaurant. Amid the technicalities of discussing pricing and project scopes, I was reminded of the human element inherent in small businesses. These enterprises often represent not just livelihoods but personal passions.

I reviewed her transaction volume, assessed the chaotic state of her records, and the urgency of her situation became increasingly clear. This wouldn’t be a simple fix. With her being a returning client and an avid entrepreneur, I wanted to provide her with the support she needed without overwhelming her with costs or underestimating the complexity of the task. Striking the right balance in pricing can be tricky, especially in situations like this where emotions run high.

To establish a fair proposal, I referred to a straightforward pricing worksheet I utilize for self-assessment (I’ll share this resource in the comments for those interested). After analyzing her circumstances, I crafted a proposal of $4,200. Anticipating a possible negotiation, I was pleasantly surprised when she accepted it immediately, paid the deposit, and expressed it was the first time in months she felt at ease discussing her business woes.

This experience reaffirmed a truth I’ve encountered repeatedly: when clients sense that you truly comprehend their challenges, the discussion of price tends to take a back seat. They are seeking a trustworthy partner who can effectively address their needs, especially if they are established business owners with the resources to invest