How YOU can use The Law of Reciprocation to get more clients

Have you ever received something and then felt obliged to return the favor?

In that moment you felt the power of reciprocation.

In this newsletter, I will share

-What Reciprocation is

-Examples of Reciprocation

-How reciprocation is related to other weapons of influence

-How you can prevent others from using it to manipulate you

-How I am using the power of reciprocation to get clients

This newsletter is inspired by a chapter from Robert Cialdini's book Influence

Reciprocation is a rule that says we should try to repay, in kind, what another person has provided us.

In simple terms “If you do something nice for me, I’ll do something nice for you. I feel obligated to reciprocate.”

There are two types of reciprocation

• Emotional reciprocation  Ex. Saying something to someone that makes them feel good

• Material reciprocation     Ex. Helping someone empty their car

As humans, we have a deep need to feel “even”.

One example shared in Robert Cialdini's book is the Regan Study.

In this study, someone named Joe bought a Coca-Cola for the subject.

Joe then asked the subject later if they would buy some raffle tickets from him.

What the study found was that those who Joe got a Coke bought twice as many raffle tickets compared to those who did not receive a Coke.

They also had the subject record on a scale how much they liked Joe.

What they found was that how much they liked Joe did not affect the power of reciprocation. Even though some disliked him they still bought more raffle tickets.

The amazing power of reciprocation is that a person liking a person has no role in if the power of reciprocation works. So even if someone is disliked people will still likely return their favors due to the law of reciprocation.

Another example shared in the book Influence is during World War 1.

A German soldier who had the job of capturing enemy soldiers for interrogation was sent to capture a soldier in an enemy trench.

He expertly navigated to the enemy trench and startled a lone enemy soldier in their trench.

The enemy soldier was eating at the time and was easily disarmed.

The captive as a last effort gave his captor a piece of bread.

The German was so affected by the gift that he did not complete his mission.

He turned from the captured soldier and went back to his trench empty-handed to face the ridicule of his superiors.

If the power of reciprocation can prevent you from becoming a prisoner of war then it can surely be used in lower stake scenarios.

Since reciprocation has such immense power it is likely being used against you in marketing.

but...

Before I share how to prevent yourself from falling victim to the power of reciprocation. We first must understand how reciprocation can go hand in hand with other weapons of influence.

One instance of reciprocation with other influences is with a concession.

For example, you are selling dress shirts in a store.

You have two shirts to sell one shirt costs $2000 and the other $500.

What shirt would you show first to a customer who wants a nice shirt?

If you said the $2000 then you are correct. The reason is the contrast principle and reciprocal concession.

The contrast principle is used if they don't buy the $2000 shirt so you show them the $500 shirt.

After seeing a $2000 shirt a $500 shirt seems like a good deal.

This example also shows a reciprocal concession because a $500 shirt was presented as a retreat from the request for a $2000 shirt. A result of the rule, is an obligation to concede to a person who has conceded to us.

We have seen the power of reciprocation and how it can be used with other weapons of influence to make it even more powerful. Now you need to know how to defend against people using this power not in your best interest.

First, we must understand that rejecting an initial offer of unwarranted kindness is not the solution. Some people genuinely have no interest in taking advantage of this rule and are being kind. S

So if we can't reject the initial offer we need to be very aware of if it seems their offer has turned into a device or trick specifically to stimulate our compliance with a return favor.

If it turns out that the offer was a compliance tactic instead of a favor. All you need to do is define his action as a compliance tactic rather than a favor. Now the user of the tactic will no longer have the reciprocation rule as an ally.

I'll give an example from the book Influence to better explain this.

If you were called one day and had the HFSA(Home Fire Safety Association) on the phone they asked if you were interested in learning about home fire safety and having your house checked for fire hazards all free of charge. You then are interested and make an appointment. After the appointment, the HFSA gives you frightening info about fire dangers and a rundown on your home's vulnerability. After the representative recommends a fire alarm then leaves.

This example would show that free services were not a compliance tactic.

However if instead they don't leave and go into a sales presentation on their fire alarm then you know it was a compliance tactic and need to define it as that and then you are free from the rule and can decline.

4 ways to use reciprocation and other rules of influence to get hired.

1. Give Free Value Up Front 

For instance, if you are offering to edit short-form content for a creator. 

One way to increase the chances of getting hired is to edit 5 videos upfront and give them to them for free. Not only does this allow them to see your work but it also activates the reciprocity rule. They feel obliged to return the favor as you gave them 5 free videos. Make sure to make your free value high quality. Don’t spend less time and effort because it is “free”. This is not the mindset you want to have. This person can leave a review, become a customer, or give a referral due to your free value.   

2. Discount your first offer

Now there are guidelines to this - Wait a couple of days after engaging or going on a call with a client before discounting your offer. If you don’t give your prospect time to think about it and instead immediately discount it you won’t give them a chance to pay full price. Discounting your first offer can help activate the reciprocation and contrast principle.  

3. Have different packages. 

For example, if you're selling editing services for short-form videos. 

Package 1: 10 60-second or less videos edited per month Cost - $200

Package 2: 15 10 60-second or fewer videos edited per month Cost - $250

Now this makes package 2 look like a good deal due to the contrast principle. After looking at the first offer, most people would assume that 5 videos = $100 however it only costs $50 for 5 more videos in package 2. The good thing about this is that package prices are arbitrary so can you make either package look more appealing.

4. Always ask for something in return

• Review/Testimonial 

• Referral

If you have given free value up front and done a discounted first offer they feel obliged to give a referral or give a testimonial

Another small tip is when negotiating a price to agree slowly this gives you more leverage. Even if you have no problem with what they are offering it is better to agree slowly.

Hope you found this newsletter helpful! 

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Thank you for reading 

Sincerely, Christian LaBosco