Hidden
Power of Reciprocity
Dear
Associate,
I
dropped by to see Greg right around Christmas '06. He was
recovering from having his second hip replacement that same
year. I handed him a small gift as I left. He wouldn't allow
me to leave without returning with a gift of his own.
He
struggled upstairs to get me his personal copy of an anti-aging
book he was pouring through. It contained recipes, exercise
regimens, before-and-after photos, and product recommendations.
From all the side notes he made on the pages I knew this was
one of his prized possessions.
Like
most of you—I didn't expect anything in return. I wanted
to thank him for being an inspiration. A simple acknowledgement
would have been enough. I was touched to see him go out of
his way to return the favor.
I
have always heard it's better to give than receive. It's true.
People are overjoyed and much friendlier and happier when
they get a gift—especially if it's a surprise. They act
like they've just swallowed a Happy Pill.
But
is there something more powerful at play?
Let's
look at another scenario...
When
we were hit with the recent wildfires during October, I had
to bail. Charles took me in. I spent the night at his place.
It was either there or at the massive Qualcomm Stadium—home
of the San Diego Chargers.
Charles
later invited me to come back the following week to watch
the opening night basketball duel between the Utah Jazz and
the Golden State Warriors. I felt an obligation to go. Refusing
would have made me appear unappreciative of his earlier favor.
Did
I really want to watch the game? Not really. It wasn't high
on my priority list. But something inside suggested not to
fall from his benevolence.
So
what compelled me to comply?
It's
the great social equalizer called The Law of Reciprocity.
When someone offers you a favor, you feel compelled to return
that favor with one of equal or sometimes higher value. It's
a powerful law that can exponentially grow your business.
It derives its power from the fact that people don't want
to be labeled a moocher or a cheapskate. People will go out
of their way to protect their precious self-image.
Let's
view another example...
Have
you ever been invited to sample some new product at your local
supermarket? The server behind the cart passes out those bite-sized
portions of food on toothpicks. You know those are freebies,
and there's really no obligation to buy.
The
server asks you a question and you begin a conversation. Then
she insists you take another piece. You really don't want
to because that might suggest you owe her something in return.
But you don't want to appear impolite—so against your
better judgment, you help yourself to another sample.
Now
she's got you...
You
feel a tinge of guilt in your gut. You feel compelled to buy
the product even though it wasn't on your shopping list. The
server gave you something and you didn't give anything back.
Similarly, as is the case in all casinos, the house usually
wins.
After
repeatedly falling for this technique, you've learned your
lesson. You'll switch on your internal force field. Nothing
can penetrate through from now on.
When
you see another sample cart, your radar starts blipping. You
speed up to turn into the next aisle, look the other way to
avoid eye contact, or pretend to decide between the tomato
or basil pesto sauce.
That's
the powerful Law of Reciprocity at work. It doesn't let you
go until you give back. You feel an obligation to return the
kindness. It almost accuses you of theft if you don't.
Retailers,
direct marketers, sales people and even non-profits use the
power of reciprocity to conduct their daily business. It stacks
the odds in their favor.
Picture
the Salvation Army bell ringers. As you exit the store, they
smile and wish you a nice day. Even if you opt not to donate
eighty percent of the time, they get you for twenty. That's
twenty percent that could have stayed in your pocket.
How
to apply the Law or Reciprocity in your business with integrity...
Speaker
Mary Ellen Drummond gives away complimentary one-hour coaching
sessions during her presentations. No strings attached. And
she hands everyone a signed copy of her book: Fearless
and Flawless Public Speaking. She knows this small investment
can grow her business exponentially.
As
a business professional, can you put together a gift or a
package with a high perceived value that positions prospects
to seek you first when they're ready to purchase? Maybe you
can offer a phone consultation, a critical how-to report,
or something related that solves a problem or adds value to
their lives. Using the Law of Reciprocity with integrity in
your business can create a constant stream of new customers.
Warm
regards,
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Tommy Yan helps business owners and entrepreneurs make more
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