Robert Herjavec, “Shark Tank” star and CEO of Cyderes
 
By James Thomas, editorial director

If an optometrist or group of ODs pitched their practice on television’s “Shark Tank,” what quality would panelist Robert Herjavec look for? 
 
“We always tell entrepreneurs that before you sell me your product or your pitch, sell me on yourself,” says Mr. Herjavec. “Tell me who you are.”
 
Mr. Herjavec, a recognized business expert and CEO of cybersecurity firm Cyderes, provided the comments after participating in the panel discussion, “The Secrets to Success,” sponsored by Alcon, TOTAL Contact Lenses, and Fortune Brand Studio. The program was held during Academy 2022. 
 
Mr. Herjavec explained that the panelists, or sharks, on the show, which gives budding entrepreneurs the chance to secure business deals, don’t know anything about the entrepreneurs before they walk on the set. 
 
“We (the Sharks) are sitting there 12 hours a day, thinking about lunch and dinner and other things, and then you walk in,” he says. “In that moment, you have to get my attention. The way to do that is you have to sell me on yourself.” 
 
It’s not all that different from a patient visit, Mr. Herjavec says. “Patients are busy. When they walk into your practice, they’re not saying, ‘Oh my gosh, I’m so excited to be here.’ They’re thinking about other things, so you have to disrupt that and engage them.”
 
Mr. Herjavec provided insights into his personal contact lens experiences and how to engage patients during the panel discussion, which also included moderator Del Irani, consultant Barbra Dey, and Drs. Pamela Lowe and Amanda Nanasy. For example, he discussed how customers “never remember the transaction — they always remember the ongoing experience.”
 
In addition, he told the audience, “You need to be the source of innovation for your patients. If not, they will find it somewhere else.”
 
While some eye care providers may be reluctant to recommend new products to their patients, Mr. Herjavec discussed the issue in terms of value. “Great salespeople are in the business of providing great value,” he says. “People who take care of their customers sell a lot.”
 
Mr. Herjavec noted that the one consistency among successful entrepreneurs is their passion, a trait very difficult to fake. “I never met a great business owner who doesn’t love what they do,” he says. “I love cybersecurity. I could talk about it for hours.” 
 
With interests in golf, running, racecar driving, and scuba diving, among others, Mr. Herjavec also noted the importance of vision. “I’m fanatical about clarity,” he says. “It’s not just about car racing or jumping out of an airplane — even when I’m looking at my computer screen, I really need it to be clear.” OM