Reciprocity is also called pregiving and creates a feeling of obligation in the mind of your prospect. This influence tool opens the door to influence and can help you prove your worth.
Persuasion Tool #2 – Reciprocity
Persuasion tool #2 is Reciprocity. Now this one can be used for influence, but we also see it in the world of negotiation. We see this tool with large companies that give out calendars, business pens, T shirts, and mugs. This specialty advertising is an 18.5 billion dollar industry which creates reciprocity with prospects. The studies show that 52% of the people that are given a promotional product are more likely to do business with you. So what does that have to do with this tool? Well everything – Reciprocity is also called pre-giving. Pre-giving is effective because it creates a feeling of obligation in the mind of your prospect (in a good way.) This feeling creates a feeling of discomfort and we want to eliminate it.
When you give somebody something, (time, gift, resources, compliments, etc.) it changes the relationship. This pregiving creates a feeling of obligation and can also help you prove your worth. Give your prospect something that they can use or something that benefits them. This can demonstrate that you’re an expert in your field or how your product/service can solve their problem. This is the easiest way to open the door to your prospect. It doesn’t guarantee they are going to do business with you, but it puts you on the top of the list.
You can give products, consults, educational material, estimates or a free session to prove your worth and create a little reciprocity. This is the most important when people don’t know who you are or you’re not coming across as an expert. So when you can put something in their hands that has value, that has worth, it increases your worth and puts you higher on their list. It might be a simple thing like donuts, bagels, 10 minutes of your time or helping them with a project. All these things create reciprocity. This urge to give back is part of Human nature.
Let me share a study with you about the Disabled American Veterans. They found out that when they put a little gift inside that envelope asking for a donation, that simple pre-giving increased donations by 18%. The next one you’ve seen is the free sample. It’s hard to take a free sample and just walk away. You don’t necessarily buy, but you act interested and you look at the product and pretend to care. Here are the numbers. One study showed when you ask somebody to take a free sample — 70% will do it and out of that 70%, 37% of those will buy the product. How powerful is that? You just put it in their hands, they tried it, they liked it and they felt a little reciprocity.
Now it can’t be something awful that makes them vomit, doesn’t work or does not benefit them. Once they liked it and realize it is something they can use – reciprocity kicks in. We see it at furniture stores or audio/video stores that give out pizza, hot dogs, soft drinks, or water. This tool doesn’t guarantee their business, but it opens the door to influence.
So let’s talk about application. What can you give away that has a high perceived value and has a low cost. What can you give away that they need, they want and they can use. Understand this is not something you do when you need an instant favor, right before you ask for the sale or at the start of a negotiation. Remember reciprocity is a bank account. Over time you are making deposits and building that reciprocity through pre-giving. That’s why some suit stores will press your suit for free. They press your suit, you feel the reciprocity and you feel grateful. Chances are (not guaranteed) you’ll probably buy your next suit at the exact same place. Master this persuasion tool and become a power persuader.