The Reciprocity Principle

Gift giving and its power of reciprocity.

Let's talk about what many people call "the single most powerful form of human nature: reciprocity." And it all starts with a simple gift.

The giving of gifts has been practiced throughout the centuries. Often, gifts were given as peace offerings. In our culture, gifts accompany many of our most important moments – from births to birthdays, to weddings and anniversaries, to housewarmings. They are imbued with great meaning.

You scratch my back, I'll scratch yours. 

The "Reciprocity Principle" – when we are given a gift, we feel compelled to give something back in return. For corporations, or businesses like yours, that exchange usually means enhanced loyalty.

Gifts fuel emotion. And as we've said many times before, emotion is the gateway to changing behaviour.

Gifts also fuel word-of-mouth. People will talk about the surprise of free gifts to their friends. And with social media, those mentions will usually also involve photographs.

Brian Tracy, a master of Sales

Brian Tracy, well known throughout the world for his sales training, constantly talks about the power of reciprocity. Mr. Tracy, in fact, calls reciprocity the "Most powerful form of human nature".

"If you do something nice for me. I'll do something nice for you. I feel obligated to reciprocate."

I highly recommend that you take a moment to watch this great video .