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Key Concept #4: Apply the “Rule of Reciprocity”
In the following sections that describe some of our favorite tools to
get new customers, you will be hearing a lot about giving gift certificates,
giving to charity, and giving gifts to your customers, so I am addressing
the giving concept right up front.
An incredibly wealthy and wise man, who is also a supersavvy
marketer, once shared his life philosophy with me, and I am going
to share it with you. “Givers Get.”
This is due, in part, to an unwritten social rule called the “rule
of reciprocity,” which says that we should try to repay what another
person has given us; in fact, we feel almost compelled to do
so. If we do something good for someone, they want to do something
good for us. If we give something to someone, we will get
something in return.
This is why when two people walk through two sets of doors
and one person holds the first door for the other, that person will in
turn hold the second door for the first person. It’s also why a grumpy guy doesn’t want you to do him a favor because he’ll feel
like he owes you.
There is probably a larger metaphysical influence at work when
you put the law of “givers get” into play, which some may call
karma, some may call God, or some may call “The Force.” But
that’s a much bigger subject than we are tackling today. Just know
that it works.
When you deeply and truly understand this concept, you will
realize that being an honest, caring businessperson who puts the
needs, wants, and desires of the customers first is the only true way
to succeed in the long term.
As businesspeople, this means that we don’t look at our customers
like they are a piece of fresh meat with a checkbook. We
look at them and think, “If I do my absolute best for this person,
they will reward me for it.”
Sure there are businesses out there screwing their customers
right and left, and they appear to be successful. Treating customers
poorly may result in great short-term business performance, but
never in long-term success.
Those companies will never, ever generate the type of loyalty
that comes from treating your customers right the first time and
every time. Such companies will never develop those wonderful
long-term relationships that are the foundation of any truly successful
business. Embrace this truth and watch your business
grow.
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