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Believe in Your Fees

We took a last minute trip to Knotts Berry Farm for my son’s birthday a few weekends ago.  He was finally tall enough (barely) to ride all the rollercoasters in the park.  Because this was a birthday celebration, we wanted to make it memorable and special for him.  We were having a great time with all the thrill rides and my son felt really grown up.  Too busy to stop for a real lunch, we decided to buy ice cream and bottled water for a quick refuel.  We easily found a cart with various treats and beverages.  The prices for all the items were clearly marked on the cart and we all picked out our snacks.  This is probably an appropriate moment to mention that we are amusement park veterans.  We go to Disneyland every single year.  Because this wasn’t our first rodeo, we knew this little snack was going to cost a fortune.  The cashier asked us if we were yearly pass holders and we answered no.  She gave us a look of pity and then stated, “I’m sorry, but this is going to be really expensive.”  Matt and I looked at each other in disbelief and I knew we were both thinking the same thing.  If she worked for us, she would be fired.  We paid the $45 and went on our way.

This little experience stuck with me all day.  As women, we tend to be sorry for everything.  I am as guilty of this as the rest of us.  But, we should not be sorry for our fees.  Although you may believe amusement parks may charge outrageous amounts for food, we charge a fair fee for our service.  We should not be sorry, because we are providing a great service to our patients.  If you feel like you do sub-optimal work, then maybe you should charge less.  But, if you feel you are providing high quality work in a personalized environment with great results, believe in yourself and believe in your fee.  If you don’t, patients will sense it and wonder what you are hiding.

Another lesson learned from this experience is listen to what your team is saying when they think you aren’t listening.  Do they believe in your fee?  Are they apologetic about retainer replacements?  Does your TC shy away from the dollar amount when she presents the case?  Are your TCs always asking you to discount?  If you see and hear these things, then you aren’t doing a good job of showing the value of your service to the people you are with every day.  You need to find a way to show your team the value of the service you are providing to your patients.  You may need to incorporate this into your team meetings.  Present them with some amazing before and after pictures.  Have people share stories of patients where you changed someone’s life.  If they don’t believe in you, who will?

This ice cream was expensive!

This ice cream was expensive!

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