GM has a problem – and it is not new, because long ago, they forgot something. And in spite of the fact that the public has been screaming at them for four decades not opening up their checkbooks very often – they persisted.
Thinking like they knew what was best.
Trying to force THEIR choices down on others.
There was a time when GM cars captured the imagination. Remember the 1972 Oldsmobile 442? The 1968 Pontiac GTO?
We in dentistry have the same problem. Most of us think we are selling services, hardware and things that fill spaces. But really what they are selling is a feeling. Feelings like, “I feel good about this decision.” Or, “I am not so sure about this, to I have to pay for it?”
We sell value, but not what we value – what our patients value.
But how can we know what our patient’s value and provide it to them if we don’t know them well?
And that is a fact.
So, think about this. Your future lies in your ability to deliver to others what they want. And if you don’t know what they want, and they don’t know what they want, then they will default to loss aversion: Why should I give you my money…something that I value more than your filling or crown, or your whatever thing I don’t understand?
That is an important question to answer.
Paul A. Henny, DDS
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