How it feels to be the client on the other end of an “expensive” purchase
Do you want to know an embarrassing secret? I sucked my thumb until I was double-digits. (I was a sensitive kid… still am.) Want to know what happens when you’re such an effective self-soother? You get crooked teeth. It’s something that’s always bothered me. Not in a dramatic way but in a gee-I-wish-I-could-do-something-about-this way.
So, at 35, I’ve been shopping for orthodontists. And braces, my friends, are expensive! In shelling out this money, what’s been a surprise delight is the business schooling I’m getting.
Often, clients confide they know they should raise their prices but they’re afraid that no one will be able to afford to hire them if they do that. It’s a completely natural fear – especially when you’re not yet bringing in the revenue you need to feel comfortable. But here’s the truth – as learned through braces shopping – people who want things will find a way. I “cannot afford” to be getting braces but I’m going to, because this is a solution I really want.
You know what else is crazy (but not)? I chose the most expensive orthodontist. There was another who lectures extensively, who was quick to show off an impressive portfolio, who I could tell was very, very good at what he does – but I just didn’t feel a connection. I could pay less money but I knew I wouldn’t enjoy being in his office. I wouldn’t love the experience of it. Instead, I chose the equally qualified but more pleasant (to me) orthodontist. And because I had such a positive interaction with him, it made me happy to pay him a little more. Truly. (And, trust me, I love a deal.)
Do you ever worry when you send out an invoice that it ruins your client’s day? Think of me, smiling to write a cheque for my soon-to-be-straighter teeth. My smile is how your client feels.
And that’s the other thing… I’m grateful to my orthodontist. I’m excited about the work we’re about to do. Do I wish it were a lot less money? Yup. Sure. But my focus is on the outcome. He is going to help me with a problem I am so looking forward to having solved. I am a willing spirit. If your clients have chosen you and you’re doing work for them that they need (and why else would they have called on you?), then they are willing spirits too. Don’t get mired in guilt or shame (“who am I to charge so much for something others really need? I could go without a nice dinner out this week to make my services even more affordable… I could go without…”) and overlook what is truly true: your client isn’t feeling the angst you’re projecting.
I have had clients tell me that they decided to work with Pink Elephant before they even saw the service menu. It just felt right. The same was true for me with my orthodontist. I knew he was the one I wanted to work with before he printed off his estimate. This isn’t a rare phenomenon for me or for the very fine Dr. Newton. It’s how most women make important buying decisions (and over 80% of buying decisions are made by women!).
We only make choices based solely on price when we aren’t that invested in the outcome. Are those the clients any of us want? The ones who are neither-here-nor-there about what we’re doing together? Nope. We want enthusiasm and care and commitment. We want orthodontic clients who will wear their retainers properly because they want the best result. And we want website design clients who are passionate about details and how their businesses are presented in the world (because they’ll most appreciate beautiful work). We want clients who really, really want to get fit and will show up for the workout. Or who are serious about following the meal plan, or who will come in for that 6-week check-up because that’s what their care requires.
I will write a really big (for me) cheque in a couple weeks when I pick up my aligners (I think that’s what they’re called), and then, I strongly suspect, I won’t think about that money again. After the trade, I will be too busy dazzling in the possibility of a really great smile (from all angles!).
~~~
Writer Carrie Klassen is a green tea enthusiast, novelist-in-progress, fine point pen aficionado, INFJ Scorpio, and president of Pink Elephant Creative, a website writing and design boutique for inspired entrepreneurs. She also writes workbooks and teaches workshops at Pink Elephant Academy for Entrepreneurs.
466 days ago,
Bettina Goodwin said:
You make some really great points leaving much to ponder.
You’re always an inspiration Carrie, one of those people who’s blogs I look forward to.
I think you have a beautiful smile even if you think your teeth aren’t straight.
466 days ago,
Belinda said:
I think we’ve had this conversation before, but I too sucked my thumb into the “double digits”. I have already had the braces to make up for that fact. Let me know if you need any tips!
466 days ago,
carrie said:
I’m definitely open to advice!
466 days ago,
meg said:
@55 i still have crooked teeth. might have changed them when i was younger but it didn’t really bother me. in anycase the points you make are great ones~i too have an expenseive dentist and i wouldn’t trade him or the good people who care for me. i also had (if you can believe it) a wonderful experience getting a root canal last november. again, i paid more but had one of the best endodonists in town. could i afford it? no. but it was that or lose a tooth. not an option. you are correct in saying we pay for what we really want…and the decision is not made on price alone. and indeed women make most of the purchasing decisions. i am the cfo in our family!
466 days ago,
Lucille said:
Thanks so much Carrie for this awesome article! I love everything you share, and this one states something huge so eloquently – really, you’ve turned a sometimes-painful-subject into a “no-brainer”! It’s so true! Wow. Thank you. I wish you brace-bliss!
466 days ago,
carrie said:
You guys are so great! A “wonderful root canal” and wishes for “brace-bliss”? This little blog is read by some of the coolest people ever. xo
466 days ago,
Shirin said:
I’m in my thirties and also shopping for an ortho. For my situation, it is not really by choice.
As luck would have it, I stumbled upon your post. Thanks for sharing your insights, they have certainly made me more of a “willing spirit”. It’s nice to feel I’m not going it alone
May you continue to brighten things up with with your smile!
466 days ago,
P. Annie Kirk said:
Your lovely words, kindnesses, and inspirations shared, to me, are the expression of a most perfect smile – because it’s your heart smiling. Braces or no, this will likely never change, I suspect.
Thanks once again for the jewel phrases to carry forward with — “We only make choices based solely on price when we aren’t that invested in the outcome. Are those the clients any of us want? The ones who are neither-here-nor-there about what we’re doing together? Nope. We want enthusiasm and care and commitment.” — Marked as a fav.
A smile of release to those who need to make a choice based on price – may they find the most perfect landscape designer for them. Namaste.
And a smile of welcome to those who are committed to reflecting the needs of their hearts, minds, bodies in their outdoor living spaces.
Yea!
466 days ago,
Jen said:
Thank you Carrie for this post. I’m 27 and have pretty badly crooked teeth as in there is NO angle my smile looks nice from. It has always been a sore spot for me, a source of embarrassment and sadly, shame. Braces are a hugely expensive thing, and something I have been telling myself for years I desperately want and desperately can’t afford. This post reminded me, however, that I have found the right orthodontist, and the right motivation to EARN the money I require to get braces. Thanks
466 days ago,
Tracey Etwell said:
HI Carrie, I am also shopping for an orthodontist. I finally decided that I am worth spending the money, since I will smile alot more once my teeth are straight! You encouraged me to shop around till I find the right “doctor” Thanks.
465 days ago,
Jenn said:
Great article and excellent points. Thanks for the reminder. Always good to hear this as often as possible.
465 days ago,
Julie Henderson said:
Wonderful, supportive biz advice Carrie – on a topic so near and dear to so many hearts. Thank you.
If I may, look for a craniosacral therapist in your area to support you through your experience w/ your braces. I have worked w/ several adult clients throughout the orthodontia process and craniosacral can be very, very helpful – not only in easing the discomfort but in increasing the efficacy of the braces.