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How To Use Reciprocity To Increase Sales
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Reciprocity is a time-honored way of persuading people and gaining cooperation in a friendly manner. But did you know reciprocity can also serve as a simple tool to skyrocket your sales? It’s true!

What exactly is reciprocity?
Reciprocity operates on a principle with which we are all familiar: someone gives you something or does a favor for you, and you are naturally inclined to pay them back somehow, even if the other person expected nothing in return.

Nonprofit organizations and charities are masters of turning reciprocity into a money-making tool. You have probably received mailings from charities that include a roll of personalized address labels. You may have thought that was a nice touch. Then you notice a letter asking for donations with a return envelope conveniently attached. Believe it or not, a majority of people end up sending donations. And as if that were not enough, the charity then receives free publicity each time you use their address labels.

Of course, this is just one example. In this case, address labels are useful and handy to keep around, but this technique also works with useless gifts as well. Political parties have a knack for securing donations by including a beautiful party membership card with each mailing. Over 20% of recipients respond with a contribution to these mailings, even if many of the cards end up in the trash.

The point here is that reciprocity works. And it can make you money.

Next time you send out a mailing or thank-you letter to a customer, consider including a gift. The result will almost invariably be better customer relations and drastically increased sales, especially in the form of repeat business.

Some ideas for ‘reciprocity hooks’ are pens, pins, labels, bookmarks, letter openers, bottle openers, and ‘preferred customer’ coins. You can even make your gift seasonal by including such popular items as Christmas ornaments. All of these can be inexpensively imprinted with your logo, making them unique and special.

Regardless of your reciprocity program’s needs, we want to help you make the most of it.

Before long, you too could benefit from the secret that charities and nonprofits have used for years to explode their income.

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