The Emotional Landscape of Pricing in Small Business Consulting

In my line of work, it’s easy to forget that behind every business issue lies a human story, replete with emotions and challenges. A recent experience during a sales call brought this fact into sharp focus, reminding me just how crucial it is to get pricing right when running a consulting practice.

Late last year, I received a call from a restaurant owner I had previously collaborated with. She was in a state of distress, grappling with a significant decline in sales. Her financial records were chaotic, and she was contemplating selling the business while simultaneously applying for a line of credit—without clean financials to present to the bank. During our call, I listened while she vented, realizing that at that moment, I was less of a consultant and more of an unlicensed therapist armed with proficiency in Excel.

For her, cleaning up the books wasn’t merely about numbers; it was tied to her emotional well-being and future. The stakes were high—this transition could either keep her afloat in the industry or pave the way for her exit. It’s easy to overlook the human element of business, especially in the methodical routine of estimating project scopes and prices. Yet, small businesses are incredibly personal endeavors.

As I assessed the situation—reviewing the sheer volume of transactions, the severity of disorganization, and the mix of personal expenses—it became clear that this wasn’t going to be a straightforward cleanup. I was cautious; I valued our working relationship and wanted to provide genuine assistance without overwhelming her with fear of the cost. At the same time, I was aware of the necessity to price confidently to avoid the pitfall of underquoting, only to find myself trapped in a complex project that turned into a headache.

To ensure I was on the right track, I referred to a pricing worksheet I typically use for self-checking (I’ll share a link in the comments for anyone interested). After careful consideration, I proposed a fee of $4,200. I anticipated some back-and-forth negotiation, but to my surprise, she signed immediately and paid the deposit. She shared that it was the first time in months she felt a sense of relaxation regarding her business predicament.

This experience further solidified my understanding: when clients sense that you genuinely grasp their struggles, the discussion around pricing often fades into the background. They seek a trustworthy partner to help solve their problems, particularly when they have the financial capacity to invest in solutions.

I’ve