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According to Robert Cialdini, people are obliged to give back to others in the form of a behavior, gift, or service that they have received first.
When used tactfully, appropriately, and in a non-cheesy manner, reciprocity makes it difficult to say no.
Also, the key to using the Principle of Reciprocity is to be the first to give and ensure that what you give is personalized and unexpected.
Guilt is sending a follow-up email to a buyer and leading with, “I never heard back.”
But here’s the thing: While this wording does tend to increase reply rates, it actually decreases meetings booked by 14%.
“Never heard back” makes your buyer feel guilty.
It’s the opposite of The Law of Reciprocity.
When sending follow-up prospecting emails, it’s possible to send a valuable note while still being tight, compact, and straightforward. Even emails that are 150+ words (considered “long”) can be effective if it’s concise, well-crafted, packed with value (info that connects the prospect or their company to your offer, AND if the message is personalized, direct, and intentional in every sentence.
Send your buyer a personalized, customized, one-off, just-for-them video.
It takes extra time, effort, and additional research, but it's totally worth it.
even just having your prospect see you is powerful, not just because they see you in person, but … wait for it … because of the Law of Reciprocity
Burden: a duty, a responsibility, the bearing of a load, something oppressive or worrisome.
One of the worst things you can do as a sales rep is to ask your buyer to DO SOMETHING … to burden them.
Build your champion’s buying guide for them. Take the burden! Nobody pitches your product better than you, one of the company’s top sales reps, right? Unfortunately, if you let your champion give it a go, they will likely fall back on feature selling (dumping).
The top-notch sellers delight buyers with the unexpected.
Generally speaking, it’s unlikely you’ll be able to meet your buyer in person. BUT, you can still do something meaningful and unexpected.
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