The Principle of Reciprocation
The principle of reciprocation says that we should try to repay, in kind, what another person has provided us. By virtue of the reciprocity rule, then, we are obligated to the future repayment of gifts, invitations, and the like.
Simple example: When you are invited to dinner at a friend’s home, you then feel obligated to return the favour, don’t you? And for many, this obligation weights heavily until it is repaid.
In a sales situation, customers and prospects feel obligated to say “yes” to those they owe.
Knowing this, savvy salespeople perform unexpected acts of kindness up-front; they give of their time, knowledge and occasionally product and service samples.
Guess what this does?
It obligates the other party to reciprocate.
The principle possesses awesome strength, often producing a “yes” response to a request that, except for the existing feeling of obligation/indebtedness, would have been refused.
Simple example: If you want to generate referrals from a customer, first, give a referral!
Bald Fact: Create a sense of obligation, and you’ll make more sales. A fact that has been proven in the business community when business operators found that, after accepting a gift, customers were willing to purchase products and services they would otherwise have declined.
Looked at in this light, the apparent random, unexpected act of generosity might be regarded as a powerful marketing method that will generate future sales.
Nigel Hobbs
Small Fish Business Coaching Manly
www.smallfish.com.au
Anita McAllister 24-Jun-2011 12:29 AM
Thank you for the great article. This is very timely for me as my businesses greatly depend on referrals. In this day and age, referrals and word-of-mouth advertising are the most effective. We should all practice the philosophy of giving first, but shouldn't
expect anything in return. Plant lots of seeds and your harvest will grow!
