Reciprocity Rule: How To Apply Reciprocity To Win The Sale Video Lecture | B2B Sales: Tips and Strategies

Hey, this is Ago.
Today I want to talk about the reciprocity
rule, or the rule of reciprocity, depending
on who you talk to.
If you read Robert Cialdini's excellent book,
"Influence: The Science of Persuasion," you
know that Cialdini brings up the rule of reciprocity
as one of the seven core principles.
The core underpinnings of human behavior and
persuasion.
Now, let me be very clear, I'm not suggesting
that you somehow use this as a trick or a
gimmick in order to get others to do what
you want.
However, if used right, the rule of reciprocity
is going to give you very surprising results
in terms of how your sales and how your networking
and how your general business evolves over
time.
So, there we go.
Now, the first thing to do when applying the
rule of reciprocity in sales is obviously
to give something first.
And the best thing that you can give are new
ideas and perspectives.
You can watch another video of me on YouTube
where I talk about what sales winners do differently.
But, basically in a nutshell, our research
has shown that the number one factor that
makes senior executives and B2B buyers decide
to buy from one firm versus another is because
they educated with new ideas and perspectives.
And the keyword is really new.
So, the first thing to do is to educate with
new ideas and perspectives, new insights,
new information, new data.
And giving that out freely.
The second thing is to help your buyer by
not only giving them that information, but
putting it in context for them.
Because a lot of buyers, you know, people
are busy, people don't always have the kind
of information and perspective that you have.
And you can really help them do that.
So, first step is to give them information.
Second step is to help them put that into
perspective.
Here comes a time when it's time to start
building a relationship.
And one of the things that is so important
in sales is sales is all about giving and
taking.
It's kind of like two ladders you put this
way.
If one person goes up one or two or three
steps, the other person has to follow.
Otherwise, you'll end up here, your buyer's
going to be there.
And that's not going to go anywhere.
So, now is the time to ask for something from
them.
Ask for something from them could mean their
thoughts, their insights, their opinion.
It could mean some kind of action, some kind
of analysis.
But, whatever it is, now is the time to start
engaging them in a conversation because you
started it.
You've given them valuable insights, new data,
new perspectives.
Now is a time to help them and get them into
the conversation.
So there you go, give value first, preferably
through new ideas and perspectives.
Help them put those perspectives into context
and understand what it means for them, their
world, their business, their career.
And then, ask them for their opinion, engage
them in the dialogue.
That's the way to truly leverage the power
of reciprocity, the rule of reciprocity, if
you will.
Remember, it's not about just giving out a
lot of information and not expecting anything
in return, sales is really about give and
take.
Hope that was useful, I'll see you next time
in another video.
In the meantime, take care.