In his book, The Psychology of Persuasion, Dr. Robert Cialdini identifies psychological reciprocity as one of the six most powerful influences on human buying decisions.

Psychological reciprocity is defined as “a deep-rooted subconscious need to return effort to those who put forth effort for us.” Psychological reciprocity is one of the most powerful sales levers radio sales professionals can develop.

Even Hare Krishna, the unusual 1970’s group with shaved heads and ill-fitting robes, capitalized on people’s deep-rooted subconscious need to return something to those who give you something.

They discovered their likelihood of receiving a donation from unwilling travelers at the airport increased dramatically, if they first gave the passersby a rose.

They also learned it didn’t matter if their target donors wanted the rose or not. In fact, the robed team always had one member scurrying about the airport collecting the roses travelers threw in garbage bins, to give them away to another unsuspecting traveler.

Do you have plans in place to generate psychological reciprocity among your advertisers and prospects?

Perhaps you can offer to give some selling tips to a prospect’s sales team during a sales meeting. Maybe offer to be a “mystery shopper”, an exercise that will help you and your client uncover strengths and weaknesses in their business.

Our research has revealed that delivering a series of 5 to 7 valid business contacts, contacts which benefit your prospects and clients, increases your credibility and your sales.

At ENS Media, our sales training uncovers a long list of valid business reasons (VBR’s) you can deliver to generate psychological reciprocity and increase your sales. Contact [email protected]  to learn more about our training and revenue generating programs.