How the Law of Reciprocity Is a Key Strategy for Successful Print Sales
Do you believe in “give to get?”
If you help someone, they often want to do something for you in return. In fact, they often feel an obligation to you. They want to pay back what they see as a debt. This is called the law of reciprocity.
It works as well in business as in personal life. If you do something to help a prospect or customer, you may well see something in return. This applies particularly if you go out of your way to help someone or do them a favor without being asked.
They may well go out of their way to help you. This doesn’t necessarily mean that someone will place business with you. In my business life I have received testimonials, referrals and introductions. I have had people promoting me, inviting me to useful events and giving me invaluable website and social media assistance. And, yes, some people have also placed very worthwhile business with me.
What are you giving to your connections?
Here are five ideas in which you can help your prospects and clients:
- Cost saving ideas
- Referrals to potential clients for them
- Extra run-ons free of charge
- Introductions to complementary suppliers in your network
- Business updates from your area
Here’s how to put this into action
I would recommend helping people like this because you want to. Don’t expect anything back in return. But you may be surprised at what comes your way.
Make a note in your diary to help three prospects or clients each week.
You’ll soon find it becomes second nature. You’ll also probably find that you enjoy doing it.
The law of reciprocity has one other benefit
Think about this strategy as “do as you would be done by.” One of my clients calls this “good business karma.”
Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.
Download his free e-book, "Ten Common Print Selling Errors And What To Do About Them" and check out his recently launched book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met."