The Science of Selling: Part 1 - Reciprocity

The first part of our new mini-series looking into the science behind successful selling is all about reciprocity.

“Reciprocity; the practice of exchanging things with others for mutual benefit”

Throughout this series you will notice that the principles we discuss span beyond sales. They are universal principles that underpin all aspects of influencing and being influenced in our daily lives.

This is very much the case with our first principle, reciprocity.

Research has shown that people are obliged to give back to others what they have first received for themselves. In other words, a small act or gesture of goodwill with no expectation can pay dividends further down the line.

We see this being utilised all the time in our daily lives.

Think about the last time you were in a restaurant. When the bill came out it was probably accompanied by some complimentary chocolates, mints or small serving of alcohol. Research has proven that this results in more tips, and higher value tips, being given when the bill gets paid!

When people unexpectedly receive something for free our natural inclination is to reciprocate and return the favour.

What features of your service could you provide to prospective clients to take advantage of the reciprocity principle and build good favour with your future clients?

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In part 2 of this mini-series we will be talking about the scarcity principle.