The Principle of Reciprocation

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


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