How to Put The Law of Reciprocity to Work in Your Business

Understand The Law of Reciprocity Very early in my sales career a wise mentor told me that being successful in business is akin to putting effort into the front end of a very long, dark pipe and reaping rewards from the other end.  The rewards we reap are in direct proportion to the effort we expend. This is the Law of Reciprocity. And it’s called by many names. In one of his essays, Brian Tracy explained this principle: “Perhaps the most powerful principle of all in personal influence is contained in what is called the Law of Reciprocity. It is also called the Law of Sowing and Reaping, and the Law of Action and Reaction. . . . and Napoleon Hill called it the Law of Overcompensation. Probably the best summary of the Law of Reciprocity is the Golden Rule, which says to do unto others as you would have them do unto you, to love others as you love yourself.” Ralph Waldo Emerson observed, “It is one of the most beautiful compensations in life that no man can sincerely try to help another without helping himself.” Finally, one of our most prolific late 20th century poets, Paul McCartney phrased it simply, "And, in the end, the love you take is equal to the love you make." Nice, huh? By the way, this principle is immutable. Like the Law of Gravity, whether you choose to “believe” it, matters not. The force of gravity works just as effectively on those who recognize it as on those who are ignorant to its effects. And so it is with The Law of Reciprocity. The catch, however, is that the payoffs are seldom in proportion to the time and energy invested in any specific project or customer. Often rewards come from unforseen sources, and at times we least expect them.  I think every business owner understands the Law of Reciprocity at some level. But not grasping the indirect connection leads inevitably to frustration and disappointment. When I finally understood this principle and owned it, I relaxed. I knew that my ALL my efforts would eventually be rewarded in one form or another. I stopped keeping score and began serving my customers to the best of my ability. Oh, the Humanity! Customers are Just People  The basis for developing remarkable relationships is really nothing more than remembering your customers and clients are - at the heart of it - people. This means they have hopes, disappointments, joys, tragedies, worries and victories…just like you.  Try this exercise the next time you’re discussing business with a prospect or a customer: Take a brief mental step back and silently ask the question, “I wonder what this person’s greatest hope is? Then reenter the conversation and see if anything has changed in your relationship. My bet is that your level of empathy and relatedness will rise significantly. Now that you’re viewing them as a fellow human being, what can you do to acknowledge that? Here’s a short list: <ul> <li>Ask them about upcoming vacations</li> <li>Inquire about their family</li> <li>Ask what they like about their car.</li> <li>Ask how they arrived at their current position. The answer to this question will often give you terrific insight into a person’s core values.</li> <li>Be alert for significant events in their life. They might mention an upcoming anniversary or child’s graduation for instance.  Perhaps they celebrated a birthday recently. (Hint:  balloons, flowers and cards displayed at their desk give you implicit permission to make an inquiry.)</li> </ul> Become a skillful listener. Simply by taking your eyes off of yourself and paying attention to other people, you’ll be amazed at the things you’ll discover about others. The Million Dollar Relationship Several years ago I met a young woman named Catherine at a trade fair. She was looking for a printer to help her with a project she had recently been assigned. As printing projects go, it was extremely detailed, requiring a lot of my attention and effort to ensure she got the quality final printed piece she was expecting. This was Catherine’s first project in her position with this employer so she was understandably a bit nervous about making a great impression. I gave an inordinate amount of attention to this project to make sure it was a success. Were I “keeping score”, I would have been embarrassed to admit the paltry sum I earned for my efforts, with respect to the hours I invested. During the course of our collaboration I took an interest in her, asking questions about her family, her hobbies and her aspirations. Some months later, Catherine took a position with another larger firm. I continued to stay in touch with her and over the ensuing couple of years she was promoted to a position working directly with the marketing director of this company. Because I had maintained our relationship I was top of mind when her boss was searching for a new printer. She heartily recommended our company to the marketing director. Introductions were made and, long story short, we have done over a million dollars in business with this company over the last few years and continue to share a mutually profitable relationship. Never, in my wildest imaginings, would I have predicted that the extra energy I gave to Catherine and her first project would, years later, yield such generous rewards. THAT is The Law of Reciprocity in action! What Investment Will You Make Today? Investment in your business’s capital and equipment is critical your business’s success. No less important is investing your time and energy to ensure your clients get the best from you…always. You will be presented opportunities to make that investment daily. Sometimes those opportunities show up in the oddest of circumstances. Just look for them.  Last year I noticed birthday balloons at the desk of one of my customer’s employees. I casually asked if that particular day was her birthday. When she replied that it was, I wished her a Happy Birthday then later recorded the date in my PDA with a 5-day reminder before the event the following year. Exactly a year later I wished her a Happy Birthday again. She was dumbfounded that I knew it was her birthday. Of course she’d forgotten our exchange the year prior. After recovering from the initial shock, she positively glowed. This wasn’t about me being cute and remembering her special day. It was about acknowledging her and nothing more. And to take it a step further, I have no direct dealings with this person. The likelihood that she will ever influence a buying decision is slim. But I’m secure in knowing that my kindness will be repaid. Perhaps my reward will come indirectly and maybe not for years to come. But it will come. It’s the Law….The Law of Reciprocity. 2009-08-31T07:43:03Z

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Operating your business with generosity and integrity pays tremendous dividends. The Law of Reciprocity guarantees it. It is at the root of remarkable customer service. Put this principle to work and watch your client relationships flourish.

How to Put The Law of Reciprocity to Work in Your Business

2009-08-31T23:48:25Z