Law Of Reciprocity



The Law Of Reciprocity is an irrefutable law. I know you know it so this is just a reminder. Going back to that United flight something happened which reminded me and reinforced the importance of reciprocity. I was sitting in an aisle seat, 6C to be exact.

I was minding my own business and reading a good book. One of my favorite authors is James Patterson. The book I was reading was, "Sam's Letters To Jennifer." It was a late afternoon flight and I decided to enjoy a glass of Cabernet with my book.

As the flight attendant approached my row I placed the book on my lap and reached into my pocket and pulled out a $20 bill - I had nothing smaller on me. The way the book was on my lap the flight attendant could see the front and back cover. She said the picture of the author reminded her of an old boyfriend 20 years ago.

I did a little sales pitch on James Patterson, you see he's one of my favorites, and told her he is a best selling author who up until he retired was the president of the J. Walter Thompson advertising agency. He wrote most of his best-selling novels between 5 a.m. and 6 a.m. in the morning before he went to work at his real job. In any event, I said the book I was reading was really good.



She then said she would get a pen and write down the author's name and the title of the book. In a flash I picked up the book and tore out the third page which had the author's name and the book's title - and gave it to her.

Then I ordered my Cabernet and apologized for not having anything smaller than a $20 bill. She wouldn't take the $20 but did say she would come back later with change.

When later finally arrived she waved it off. When you do something for someone most people feel obliged to reciprocate - the Law Of Reciprocity.

I can't help putting my sales hat back on for a moment.

1. What are you doing for your big sale prospects to make them want to reciprocate?

2. What are you doing for your big customers to make them want to reciprocate?

3. What are you doing for your internal sales support staff to make them want to reciprocate?

Reciprocity does indeed work both ways.



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