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