I Owe You – The Law Of Reciprocity – Encore

Reciprocity in action gift with purchase or just give a gift because you appreciate your clients.

So far with Robert Cialdini’s 6 Laws of Influence, we have covered the Law Of Social Proof and the Law Of Authority. This week, we  move onto the Law Of Reciprocity – People will be obligated to listen and repay in kind what has been given to them. It is easier to say yes to someone that has done something for you.

We are compelled to repay a favour when something has been done for us. It may be a kind act, a gift or an invitation. It comes with a sense of obligation you may not even like the person but you will feel the need to do something in return based on human nature. Do you ever go for coffee with a friend and fight over who is going to pay for coffee or lunch based on who paid last time or how much you spend on a friends present depends on how much they spent on you?

Reciprocation works well in business, a free gift or favour means that a person is more likely to say yes to your request down the track. This increases the possibility of the customer saying yes when it comes to asking for the buying decision.

Yesterday, I was at Fashion Exposed and met with many wholesalers who were there to sell their products to retailers. Using Reciprocity to their advantage was Foot Petals who had a makeup artist there to touch up the make up of potential clients. Another wholesaler was Ms Versatile who manufactures scarves asked potential customers to put their cards in a glass bowl and they could win a scarf, which was drawn hourly, a very clever way to build a database.

Foot petals pack of 10 www.footpetals.com.au

Tip Toes & Killer Kushionz every girl needs these

So many different ways to wear the Ms Versatile scarf. www.msversatile.com.

Another way to build the reciprocity trigger is the use of free giveaways. Retailers having a free giveaway must be strategic. If it is not an advertised line and you are just having an in house giveaway you must be careful that it is not perceived as left over stock that you just want to get rid of. If it is perceived that you are just giving it to everyone then the customer does not feel special. If it’s advertised you must advertise the giveaway with the price the customer would have paid it they weren’t getting it for free.

When we put it simply, you give someone something or do them a favour they are compelled to return the favour or do something for you. The reciprocity trigger can be used so many different ways in Retail for example free delivery, refreshments for clients when shopping (works well in the luxury business), and inviting clients to VIP night.

What else have you used that has worked previously? Write your comments in the section below.