Definition: Reciprocity means mutuality - the psychological principle that people tend to return a favor they have received (Use the 6 principles of persuasion | exali.de). In sales, this means that if you give something, you get something back. If you give your potential customers something valuable (tangible or intangible), they will subconsciously feel obliged to reciprocate – whether with time, information, or ultimately a purchase.

Practical application in sales:

• Small gifts: A classic example is the customer gift. For example, a pen, a calendar, or – popular in many industries – coffee and cookies during a consultation. These gestures are not only nice, they activate a sense of reciprocity. The customer thinks, “They are so attentive...” and subconsciously wants to respond in a friendly manner (e.g., listen more patiently or be more open).

• Free samples/trial month: If you give the prospective customer the opportunity to test the product for free or take a free sample with them, they are more likely to buy it afterwards (Use the 6 principles of persuasion | exali.de). They have already received something (benefit of use, goods) and feel they “owe” the provider something. Amazon, for example, uses this principle very successfully with free Prime trial months – many remain paying customers afterwards.

• Useful information/help: Reciprocity also works on an intangible level. An insurance advisor could, for example, provide the customer with a free risk analysis, or a real estate agent could give prospective buyers tips on financing without immediately pressuring them to sign a contract. The customer thinks: “This salesperson is really helping me.” The inhibition threshold for placing an order with them later is lowered – after all, you have already received value.

• Advance payment in online marketing: Providing content free of charge (blog articles, guides, videos) attracts potential customers and creates a kind of “debt” (Use the 6 principles of persuasion | exali.de). When a product is then offered or an appointment is requested, many users are more willing to “give back” – e.g., by subscribing to the newsletter or buying the e-book. (Countless online marketing funnels are based on this principle).

Important: Reciprocity works best when what is given is perceived as personal and unexpected. Example: A car dealer who surprises a couple on a test drive by putting a crate of mineral water in their car (“for your trip today”) achieves more effect than the standard ballpoint pen that everyone gets. The gesture should appear authentic and ideally suit the customer.

Ethics: The principle can be used manipulatively (e.g., cults or aggressive salespeople use gifts to force bonds). In reputable sales, you remain fair: you give something genuinely helpful and are happy when the customer voluntarily develops goodwill as a result.

Psychological background: People do not want to be indebted to others (Use the 6 principles of persuasion | exali.de). When someone does us a favor, we feel slightly uncomfortable until we give something back. This is deeply rooted in society (those who only took and never gave were poorly regarded in the community). For salespeople, this means creating positive tension through a willingness to give, which the customer will ideally want to resolve by, for example, favorably considering your offer or closing the deal - as a reciprocal gift.

Tip: Even small things count. A handwritten thank-you letter after a meeting can work wonders, unlike a sober email. Or tell the customer honestly: “I did some research on your situation and found out the following...” – you are investing extra time in them without any guarantee of closing the deal. This impresses many people, and they repay you with trust and a willingness to close the deal.

Reciprocity is essentially the lubricant of interpersonal relationships – when used consciously in sales, it gives you an invisible advantage. Customers often cannot name the reason why they prefer you, but it is because you gave first. This gives you a psychological advantage and puts you one step ahead in the sales process.