That’s Right . . . I said DOUBLE! Let’s talk about the raw power of the “Reciprocity Principal.”
Someone said that the simplest ideas are the best ideas. So here is one that is so basic, I almost hate to bring it up to the professionals who read my column. And YET . . . we can all use some positive reinforcement from time to time.
So check out the difference between a scenario orchestrated by a salesperson who doesn’t work the Mr. Shmooze philosophy and, later, how Mr. Shmooze would set up the same call.
Now, Mr. Shmooze’s approach . . .
What you have just seen demonstrated is what psychologists call the “Reciprocity Principal.” The reciprocity principle is an incredibly powerful, primal reflex most of us have to reciprocate when we receive something . . . the same impulse you feel at Christmas to keep the gift exchanges somewhat balanced.
How powerful is the reciprocity principal in selling? Research shows that we are twice as likely to close business with people we have helped or done something for than someone with whom we have not shared this dynamic.
So go ahead . . . make fun of shmoozing in this new world of electronic marketing and have lunch alone reading a magazine . . . but then get prepared to be smoked by your competitors, who are still getting out there and putting this natural leverage to work. The reciprocity principle should be a major . . . MAJOR . . . tool in your marketing and selling tool chest.
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