Architects, engineers, accountants, naturopaths, opticians and other professionals share at least one truth.

They are all in the business of trust.

Every phone call, meeting and marketing message must continually reinforce a promise to place the best interest of the client ahead of that of the practice.

Allow me to share with you a medical clinic marketing example that illustrates this point.

I was recently in the market for a new pair of eyeglasses. While no stranger to the process of shopping for eyeglasses, this experience was new. I wandered into Novus Optical, in Toronto, where Alla Khilevich (R.O.) methodically assessed my needs and presented me with appropriate options.

There were lots I didn’t like. Some I liked. A few I really liked. None that I loved.

So far, a pretty standard experience shopping for eyeglasses, right? It’s similar to the painful experience of shopping for a bathing suit!

A medical clinic marketing example:

Here’s where it changed.

Alla said it didn’t seem like we had found the perfect pair of eyeglasses, as of yet. She suggested that I hold off making any decisions and that I return in a few weeks, as they bring in new styles of eyeglasses on an ongoing basis.

She sent me home! She didn’t want my money. She wanted me to be happy with my new eyeglasses.

I came looking for eyeglasses. I left with trust.

A few weeks later I returned. Alla, good to her promise, remembered me and presented me with several new styles, all of which met with my specific needs, none of which had to be reexplained.

Do I need to say it?

I left with eyeglasses and an abundance of trust.