If you provide a service or product, strive to convey significant value.   And do it confidently.    Here's a quick story about a dentist who gave significant value.

When my daughter, Kelly, was about twelve years old and needing braces, my wife, Lorrie, and Kelly had two meetings with a local orthodontist who came highly recommended by a school acquaintance.  He examined Kelly and then in a follow-up meeting he discussed procedures with my them.   Lorrie and Kelly spoke highly about him and his plans for straightening Kelly’s teeth.  They said they were impressed with his clarity of purpose, straightforward speaking style, and his warm and caring manner. 

The final step before going ahead with the work was for all of us to meet one evening at the orthodontist's office in order to finalize our agreement, to commit to his plan, and to pay a deposit.   Although Lorrie and Kelly were already onboard, I wanted to be convinced too, especially because his fees amounted to thousands of dollars.  I figured I would ask a few key questions, and possibly negotiate a better deal.  As we sat around a round table in his large office, I inquired about his plans and about fees.  He told me he hoped that, by removing many of Kelly’s teeth, the remaining teeth in her crowded mouth would straighten more easily.  He said that if that came to pass, his fees would be lower than his estimate of several thousands of dollars.   I was impressed by his professionalism and his plan, but I was somewhat surprised by how expensive it all seemed.  I asked whether his fees were competitive.   He responded calmly and not defensively that his fees were much higher than his competitors.  I was stunned by his candor.  My money concerns were growing rather than shrinking.   When I asked how much higher, he told me he was higher by about 25% to 30%.  He was not embarrassed or the least bit uncomfortable.  I was shocked at how smooth he was.  He then looked directly at me, eye-to-eye, and added in a confident, yet not arrogant, tone, "Let me put it this way," he said.  "The competitors are the Chevrolets while I am the Mercedes Benz."  He paused about four seconds, started a warm smile, leaned a little closer and said, in almost a fatherly manner,  "Now, Frank, don’t you want the best for your daughter, especially in a world where appearance is so important?  A set of beautiful teeth can last a lifetime!" 

After a short pause, he then asked, "Will you put your faith in me?  Do I have your commitment to go forward?"  The guy was just great!  Self-assured, yet not boastful.  Powerful, yet sensitive and tender.  Firm, yet gentle.  I ate it up.  Of course, I agreed to his work and his fees.

The way it turned out was even more remarkable.    In eighteen months, after the removal of many teeth and after wearing modest behind-the-teeth braces, Kelly’s teeth were straight and beautiful.  He finished six months ahead of schedule and about forty percent under his original estimate.  To this day, once in a while when I see Kelly smile, I think of that orthodontist and the wonderful value he bestowed on us.  And how he did it.  Confidently.

About the author

Frank Sisco is a CPA and Personal Financial Specialist, and author of several articles about personal finance and issues of life and money.   His firm, Financial Management Corporation, is located in New Rochelle, NY, where he resides with his wife and daughter..  He can be reached at his home office at 914.740.4422 or by email at ideasmoney@aol.com, or visit his website at www.LifeAndMoney.com which contains this article and prior ones.