“We all had a tough year last year, and things didn’t get better at Christmas. There were no Christmas drinks, family meals, or late-night shopping nights out. But we are going to make up for it this Christmas. From our family to your family – Merry Christmas!”

How would you react if you received a Christmas card in the mail with this message and a family photo from Phillip Kunz?

You don’t know Phillip Kunz – he is a complete stranger. In 1974, hundreds of people received cards like this from Kunz when he carried out a sociology experiment to see who would reply to his randomly sent cards. And to his surprise, he was flooded with mail from people who didn’t care who he was and didn’t want to get to know him.

They just responded to his action with a reciprocal action.

People feel an obligation to do something for you when you’ve done something for them.

This is known as the principle of reciprocity.

• You’re more likely to buy a gift for someone who bought one for you;
• You’re more likely to invite someone to your wedding if they invited you to theirs;
• You’re more likely to buy something if the seller gives you something for free.

Whether you target new clients or look for ways to strengthen your connection with existing clients, reciprocity is a perfect tool when you use it in the right way.

Here are 10 ideas how to create reciprocity with your prospects and clients:

1. Add Value

By making helpful information available to your prospects and clients, you add value to their lives while demonstrating your expertise. Offer downloadable how-to guides, ebooks, videos, or checklists that help them achieve their goals. 

2. Be the First to Give

From the moment a potential client engages with your business, start giving. Offer something attractive. Besides the fact that it’s hard to pass up something for free. Maybe they won’t be able to offer their money in return, but they will certainly offer their attention.

3. Make Them Feel Special 

You can offer a customized treatment (intake session, 30-minute free treatment, assessment…) You can add a personalized, handwritten note. A little extra attention shows them you care about them as human beings, not just as a potential revenue source.

4. Listen In

It’s no good giving something for free if it’s not what your specific audience wants or needs. Study your audience and find out what they value most. For example – if they comment on social media about something they struggle with – create a free guide helping them do it.

5. Keep it Real

Authenticity is crucial to inspire reciprocity. Don’t use sales language when offering your gift or content. And don’t fill up your gift with sales messages.

6. Make it Memorable 

People will only buy things from a business they remember. This means that when you give them something, it should be valuable rather than cheap. People forget cheap. As a rule – make the entire experience a memorable one.

7. Help Them Outside Your Business

To maximize your business success, your prospects and clients need to be engaged – even when they’re not thinking about you or your business. Deliver value long before they’re ready to purchase to establish your expert position and top-of-mind awareness.

8. Keep the Relationship Going

Once the client buys from you, don’t let the relationship end there. Instead, engage them in another social interaction either by offering another reward or by sending a personal thank you note. Reward them for posting testimonials or reviews and for sending referrals your way. Let them know about upcoming offers and events…

9. Give Them Ways to Show Their Support

Allow your clients to thank you in other ways than only buying from you. This is sometimes even more valuable than the purchase itself. For example, ask them to like your social media pages, to comment on your blog posts, to post testimonials, to refer new clients to you, to rate your brand…

10. Continually Show Appreciation

Thank them for their loyalty and continuous support. Let them realize you value them. Offer special deals or discounts to loyal clients. Ask for their input and feedback for new products and services. Make them your partners and show your appreciation for anything they do for you.

Now It’s YOUR Turn

For five minutes… come up with as many ideas as you can… how could YOU create more reciprocity with your clients and prospects?