This is part of a series of information/stories delivered from the INCREDIBLE book, “Influence: The Psychology of Persuasion” by Robert Cialdini. If you work or live a life where you have to get people to do thing, Influence studies and explains the 6 most powerful forces to persuade people. No other book has been recommended to me more, by people smarter than both of us.
In short, they are:
2) Social proof
3) Commitment & Consistency
4) Liking: People prefer to say ” yes” to those they know
And they will be a game changer for you and your business.
Today we elaborate on Reciprocation.
Rule #1: Reciprocation. The rule says that we should try to repay, in kind, what another person has provided us. Indeed, it may well be that a developed system of indebtedness flowing from the rule for reciprocation is a unique property of human culture. Because there is general distaste for those who take and make no effort to give in return, we will often go to great lengths to avoid being considered one of their number. It is to those lengths that we will often be taken and, in the process, be “taken” by individuals who stand to gain from our indebtedness.
A version of the free-sample tactic is used by the Amway Corporation, a rapid-growth company that manufactures and distributes household and personal-care products in a vast national network of door-to-door neighborhood sales. The company, which has grown from a basement-run operation a few years ago to a one-and-a-half-billion dollar- yearly-sales business, makes use of the free sample in a device called the BUG.
The BUG consists of a collection of Amway products—bottles of furniture polish, detergent, or shampoo, spray containers of deodorizers, insect killers, or window cleaners—carried to the customer’s home in a specially designed tray or just a polyethylene bag. The confidential Amway Career Manual then instructs the salesperson to leave the BUG with the customer “for 24, 48, or 72 hours, at no cost or obligation to her. Just tell her you would like her to try the products…. That’s an offer no one can refuse.” At the end of the trial period, the Amway representative returns and picks up orders for those of the products the customer wishes to purchase. Since few customers use up the entire contents of even one of the product containers in such a short time, the salesperson may then take the remaining product portions in the BUG to the next potential customer down the line or across the street and start the process again. Many Amway representatives have several BUGs circulating in their districts at one time.
Another person can trigger a feeling of indebtedness by doing us an uninvited favor. Recall that the rule only states that we should provide to others the kind of actions they have provided us; it does not require us to have asked for what we have received in order to feel obligated to repay. For instance, the Disabled American Veterans organization reports that its simple mail appeal for donations produces a response rate of about 18 percent. But when the mailing also includes an unsolicited gift (gummed, individualized address labels), the success rate nearly doubles to 35 percent.