"Psychological Reciprocity," Now Say That Three Times, Fast!

There is a concept in sales called, "psychological reciprocity." It's a fancy way of saying, "I give you something...you give me something back in return!" It's an "everyday" concept that we've all used at one time or another. It's often described as a feeling of indebtedness. I liken it to a visit to my in-laws. They always cook up a nice meal when we go over to visit. After eating at their house, I feel obligated to be sociable and make "small talk." I don't necessarily want to talk to them...but I feel obligated to...After all, they did just feed me. So, you see how it works. Bad illustration, right. I was joking...I think!

Really, this is a powerful concept and used by many successful sales professionals either at a first contact face-to-face meeting of a prospect who they are hoping to set a sales interview with, or at the point of sale, or following a sales interview. Mentally, this concept speaks to how people naturally feel obligated to give back to you something in return for your giving them something...first.

Now this feeling of indebtedness, or reciprocal behavior, can come in the form of a sale. That would be the ultimate goal. Or, it can take the form of the prospect being increasingly willing to talk to you and be open about long term care insurance or hospital income discussions, auto insurance; just about anything. Whatever the form this reciprocal behavior takes, it will be a positive one for sure.

So here's my suggestion, take a look at the marketing materials and promotional pieces that you use to attract customers to your storefront or website, etc. Keep those at your desk , pre-positioned, ready give to your customers as a part of the interview routine. A nice giveaway piece might take the form of a business calendar with your branding on it. What you give is not as important as "that" you give something.

Offer a refreshment; coffee, soda or a bottle of water. Even the small "giveaway" promotional pieces that many agents have available to them , no matter how simple and inexpensive they may seem are effective in triggering this important human reaction.

Customers do respond positively to our generosity and good natured message behind the gift. Never…Never…Never...underestimate the power of generosity. And never...never...never...be without a gift, an item, an offer of something to your customers particularly when first meeting them. To do so is to miss out on an opportunity to differentiate yourself and to ignore the power of psychological reciprocity.

The transaction of business…whether it is a direct sales interview or the payment of a bill…is never emotionally neutral. Remember, people are emotional creatures and want to feel special and appreciated. Buying is emotional first…and rational second. Touch customers on the emotional level. Give them what they want.

Sales is a Contact Sport!

Finally, when visiting business establishments for the first time, do as many of other successful sale experts have and put together several simple pieces in a "nice" looking folder to leave with your business card inside. The emphasis here is on a clean, simple, and professional looking handout. Less is more.

Don't clutter it up with a lot of stuff. Business people are busy with "business." They typically have no time for chit-chat & confusing literature to trudge through. They appreciate simplicity and "to the point" approaches...for the most part. Also, don't forget to have your "infomercial" about who you are and what you're about ready to give as well. Then, follow up with a phone call to set an appointment.

"You Can't Build a Reputation on Things You are Going To Do." Henry Ford