Transcript

Lucas: So there's this principle in sales that everyone knows about, but I think most reps apply it in a way that actually backfires. I'm talking about reciprocity. Luna: The old 'give something to get something' idea. But you're saying most reps do it wrong? Lucas: Exactly. The classic version is a rep sends a prospect a gift card or a branded notebook and then asks for a meeting. It feels transactional. The prospect knows there's a string attached. Reciprocity only works when the recipient doesn't feel like they're being manipulated. Luna: Right, because if they sense the quid pro quo, they might even resent the gesture. Lucas: That's the danger. But when done right, reciprocity is one of the most powerful forces in human decision-making. Robert Cialdini wrote about it decades ago, and it still holds. The key is to give something of genuine value, with no expectation of return, and to do it before you ask for anything. Luna: So what does that look like in a modern B2B sales context?