Practice What You Preach

It is always nice to see experts practicing what they preach. In a very recent example, the author of one of my favorite books (Influence – Science and Practice, Dr. Robert Cialdini, Ph.D) sent me a Christmas card. Rather than just send a card with his name signed to it he sends a card that includes a small note that says that he and his company have made a donation to the American Cancer Society in my name to help in the fight against cancer. So what, you say? Well, one of Dr. Cialdini’s keys to influence is reciprocation. Give something to get something. Start the process by giving a prospect something of value to initiate the rule of reciprocation, they begin to feel obligated to give you something in return. In this case, give something on my behalf, something that will make me feel tremendous. A great example of an expert taking his own advice.

Did it work? Do I feel obligated to do something in return?

Yes.

And likely what I’ll do in return is buy some more of his books and tapes to give to clients so he’ll have more money to donate to the American Cancer Society and his coffers.

Nice job Dr. Cialdini!

So, what is in this for you? A lot. Ask yourself and your staff how you can practice the law of reciprocation? What can you give your prospects preemptively that will initiate the obligation reaction in all of us? Dr. Cialdini did something very smart, he didn’t give me something of his which is far too obvious, he made a donation on my behalf, who could be offended by that? And, I feel pretty good about it too. So, get creative, this doesn’t just work at the holidays, it works any old day.

Here is a great way for you and your team to learn more about applications of influence to sales.