Reciprocity Creates Obligation

The Rule of Reciprocity is a powerful psychological principle that can be leveraged in business and sales situations.

What is the Rule of Reciprocity?

• When you do something nice for someone, they will almost always do something nice back
• The return favor is often not proportional - people often give back something bigger than what they received
• People have a natural desire to "be even" in relationships and exchanges
• Even small gestures can trigger this psychological principle

How to Apply the Rule of Reciprocity

• Offer small, thoughtful gestures before asking for something in return
  • Example: Bringing a Coke to a car negotiation creates goodwill
  • Example: Providing free cookies to car dealership customers
• Position your offering as a helpful gesture rather than a transaction
• Frame the value proposition clearly - small investment for potentially large returns
  • "This cookie costs you $1, but if it helps close one $35,000 car sale, it pays for itself"
• Target businesses where decision-makers have money and are less price-sensitive
  • Local entrepreneurs, real estate agents, dentists, car dealerships
  • These customers care less about price and more about the relationship

Business Strategy Considerations

• Sell to people who have money - they'll be less concerned about small price differences
• Focus on building relationships and stories alongside selling your product
• The experience and story you create may ultimately be more valuable than the product itself
• Use your unique story as leverage for future opportunities
• Position yourself as helping their business rather than just selling a product