Reciprocity is a powerful psychological principle that involves the exchange of favors or gestures between two parties. In the context of sales, we can use reciprocity by offering something of value for free before soliciting a sale.

This can create a feeling of obligation in the customer, which can increase their willingness to commit to our offer. By using reciprocity in an ethical and authentic way, we can build strong and lasting relationships with our customers but it should always be a “win-win”.

Therefore, if before making an offer or closing a sale we are offering tangible value beforehand, we are already increasing the perceived value that our offer will have, and we will be offering it on equal and fair terms, under the Latin premise of “quid pro quo”. You give me, I give you.

Undoubtedly, the customer will be compelled to respond to what he has received with due reciprocity, making him more receptive to accept our offer, and therefore, it is a good strategy to increase our conversion or closing rates.