Selling Confidence
December 31, 2008 by dr. lam · Leave a Comment
I just finished this book, The E Myth Revisited, that focused on why entrepreneurs succeed or fail. In the book, the author Michael Gerber talks about getting to the root “feeling” that you are delivering to a customer. He argues that a company oftentimes focuses on the fact that they are selling a certain type of widget but in fact that may not be what they are truly “selling”. He used Revlon as an example. He said that in Revlon ads, they focus on a certain dream of how beautiful someone will look after using their product, so they were not at its core in the cosmetic business but in the business of selling hope.
I thought to myself, “What is the core thing that I would love a patient to feel after I work on them?” I came up with a pretty quick answer: confidence. It is not pride or arrogance. It is not even vanity. Those have pejorative connotations and to be honest do not reflect the feeling that I want someone to feel. I can tell you certain points in my own life that my confidence soared: getting into an Ivy League college, getting into a competitive residency and then fellowship, getting my first book published. I also remember small things in appearance that boosted my confidence: the end of my acne years, getting nice looking glasses, a good hair cut, and nice clothing. Although these are peripherals to aesthetics, they are all part of a sense of self and a sense of confidence.
I really enjoy seeing the beauty of my work and how I see a patient smile broadly and carry himself or herself a little differently. I particularly like it when I see someone shy and reclusive become more gregarious and open spirited in public. I can see the transformation and the feeling I have is a great one. Of course, I am in the beauty business and in a larger sense the wellness industry but at the core feeling that I am “selling” is confidence. I hope that is the feeling you get when I have finished with my work for you.