Give to Receive:  The Most Powerful Selling Technique of Them All!

Article Date: July 3, 2006

Have you ever wondered why the big-time marketing folks like Proctor & Gamble and Wal-Mart offer those corny free samples?  Because they work!

Giveaways are based upon an incredibly powerful psychological premise called the "reciprocity principle."  The reciprocity principle states that, in this culture, when we receive something, we feel compelled to give something back to restore the relationship's equilibrium.  (You get this feeling all the time at Christmas, birthdays, etc.)

Great salespeople know this rule, and find all sorts of ways to give, sometimes in the form of small gestures and gifts, a lunch or golf outing, or simply great information that can help a prospect's work... or even better his or her life.

Think about your key prospect/client relationships this week, and be sure you are doing enough, ethically and in good taste, to leverage this powerful dynamic.  I guarantee that your strongest competitors are giving, giving, giving.  Don't let them outwork you in this important aspect of selling!

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