Why does arguing against your own financial interest build patient trust? Because nobody expects it, and that is exactly why it lands. Patients walk in braced for a sales pitch where everything you say happens to make you money. The moment you recommend against your own economic interest, you break that script. You tell them you would never do or recommend anything for them that you wouldn't do for yourself or your own family. You point out the cheaper option when it genuinely fits. Each time you do this, you add expert status, because experts have nothing to prove and salespeople [...]