Can you build trust before the transaction?

This is a guest post from Jay Baer — social media and content strategist and author of “Youtility: Why Smart Marketing is About Help not Hype.” See the original post this is adapted from and more like it on his Convince & Convert blog.

What if you found a way to build extreme trust before you ever interacted with a customer?

I was speaking recently in Boston at an event for Straumann, where the audience was a group of very successful oral surgeons. After my talk, one of the attendees came up to me afterwards. His name is Dr. Glenn Gorab, and he lives in Clifton, New Jersey. He has an amazing program that builds extraordinary trust with his patients before he ever sees them.

Here’s how it works.

Every Friday his office gives him a call sheet of all the patients who are coming in the following week who are brand new patients, have never seen him before, have never been to his practice ever. He calls those new patients on the weekends, when he’s driving or just kind of laying around the house watching football.

And the reaction is extraordinary.

He says, “Hey, this is Dr. Gorab. I understand you are coming in next week. We are delighted to have you as part of the practice. Do you have any questions about what we are going to do next week? Do you have any questions about me, about the practice, before you come in?”

It blows people’s minds.

They say, “I’ve never have a doctor do that,” because doctors never do that. It builds bonds and trust and kinship and referrals that make a real difference in Dr. Gorab’s practice. He says people come in all the time who are new patients and say, “Hey, I’m here because one of your previous patients told me that you are the doctor who called them before they ever even had an appointment.”

That is an amazing piece of marketing. It’s got me thinking about how can we build trust before the sale? How can we build trust before the transaction? I suggest that you think about ways to start building that trust in that all-important point between when somebody raises their hand and when they actually transact with you.

Watch the full video from Jay Today:


About Jay Baer

Jay Baer helps businesspeople fundamentally rethink their approach to marketing, resulting in soaring attention, increased sales, and newfound customer loyalty and advocacy. He is a hype-free social media and content strategist and speaker, and author of "Youtility: Why Smart Marketing is About Help not Hype." Jay is the founder of Convince & Convert and host of the Social Pros podcast.

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  1. Carrie Morgan

    That is fantastic!! Who doesn’t love to be treated like a person, instead of a transaction? It makes an incredible difference.

    We trust those who care about us and are sincere.

  2. lior

    Wow, I wish doctors from where I come from will adopt this attitude. In my country they make you feel like you should say thanks that they even talk to you.

  3. Sonali Brahma

    Awesome. Jay, more ways to build trust are – ‘be honest (say it like it is; if you don’t know something, say it), if you have not understood it, ask for clarity and just be open.

  4. MarcA

    Love it. Simple. Applicable. Thanks!

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