First, he had created bait (free teeth cleaning) that would attract his dream client (me). Second, he provided value to me by cleaning my teeth, and while he was helping me, he noticed that my teeth had become yellow. Because I had received value from him at this point, I naturally wanted to move forward and get additional value from him. He then found another way that he could provide value to me—the retainers—and again, I naturally took him up on that offer as well.
