RECIPROCITY Find Out What It Means To You

Creating a Genuine Relationship with Customers

Sending a kid off to school can occasionally be a daunting task.  My six year old has recently started out at a new school and I naively believed the transition would be seamless. Turns out it’s not always so easy to make friends even if you are the sweetest little kid in the class. (I know I’m a bit biased) So, my husband and I went to plan B because there’s always a another way…. We began offering additional snacks to my son and suggested he offer the kids at recess.  So far it’s been working. My “mom anxiety” has lessened and I can now breathe a sigh of relief, my son will make friends! 

This method of “making friends” got me thinking about the law of reciprocity and its relationship to business and sales.  Can one really “Buy” customers? What is the most genuine way to go about this method without cheapening your brand?   This blog will explore 3 of ways your business can use the law of reciprocity and create real customers who relates to your brand in a genuine way.

What is Reciprocity

Let’s start with what exactly is the law of reciprocity. Similar to the laws of physics – every action has  a reaction. In the law of reciprocity when someone does something for you, one feels obligated to reciprocate and do something in return.  This is a genuine and reputable sales tactic used by many industries.  For example it is well known that pharmaceutical reps will most often provide lunch when meeting with doctors. The ROI is proven to help with sales because of the law of reciprocity! 

This blog will cover trending ways that are proven to build on the concept of “buying customers”. Our creative minds are pushing past standard loyalty programs and promo birthday cards.  Although I’m sure these work and are proven to generate sales, we are onto something new! 

Establish the Relationship

Be the first to offer your customer something with no strings attached…like a free coffee for just stepping into your space.  This will add to the customer experience and will drive sales dramatically. Our business did such by creating a collaboration between local boutiques and a chic coffee house.  We offer free coffee every Sunday at the boutique and the packaging features both brands. It has really made a dramatic impact on sales and the overall feel for customers while they shop. Make sure to authentically offer the free coffee so customers feel a genuine relationship forming.

An Authentic Approach

Offer something free outside the context of a sale. You don’t have to wow your customers with flashy gifts. Your brand can provide free information that aligns with your brand.  Information can come in the form of style guides or “how to” blogs and videos.  These add value to your business and will give you a chance to showcase your knowledge. Inevitably allowing your brand to become a reputable source of knowledge. Creating credibility will help your brand develop a relationship with potential customers. Your brand will become an obvious  destination because of a developed sense of trust in your product. Modern Wick takes this concept to another level. They sell beautiful and modern resin serving pieces.  Each featured dish is beautifully photographed with a unique mouthwatering dish. This adds to their obvious appeal, but what really stood out to me was that they created a tab that offers the exact recipes to these beautiful recipes.  Check it out it’s worth a peek- The Modern Wick.

Make Your Customers Feel Exclusive and Valued

Create exclusive invites to promotional events or grand openings. Everyone likes to feel special! By sending an exclusive gift or invite you set the reciprocity effect into motion. We created one such box for the grand opening of a high end salon; each box was hand delivered. It was filled with branded gifts and upcoming products. We included a personal invitation and wrapped it beautifully. This concept can be incorporated to any lifestyle or sales event. 

Reciprocity doesn’t actually need to cost your business a dime!  You can create a genuine feeling of reciprocity in your store by training your staff to offer a kind word, smile or assistance unrelated to sales.  Kind deeds and words go a long way! This will in turn create an overall positive vibe in your store which is something everyone can benefit from.

The most important factor in creating sales based on reciprocity is to be the first to offer it no strings attached! Obviously your intention is to develop a relationship with customers and increase sales. But I would not broadcast that! Stay as genuine and sincere as possible.  Trust outweighs all else and customers can sense your intentions. If you’re looking to develop a unique approach for your brand, reach out we’d love to tackle your next promotional project.