by Stacy Zemon
Have you noticed that “going the extra mile” is easier when you have an attitude of gratitude? Being thankful is good for our health, and it is good for the clients whom we serve. In addition, random acts of kindness create good will, and THEY sets up the powerful law of reciprocation. How does this law work?
Among the countless pieces of junk mail I receive each month, are many requests for me to complete a survey. I mostly ignore them because I am too busy. Allocating five minutes of mental focus and energy on a survey is just too much to ask.
The Law of Reciprocation
Then last week, a survey request arrived in the mail that included a new, crisp one dollar bill. The requestor’s cover letter admitted that one dollar was probably not enough to cover my time, but he hoped it would be incentive enough for me to complete and return the survey.
Almost on cue, I picked up my pen, read and answered the survey questions and placed the completed paperwork in the stamped, addressed envelope. The one dollar bill was certainly not enough reimbursement. So why did I oblige? There was another powerful force at work – it’s called the law of reciprocation.
Numerous sociology studies prove that we feel obliged to repay someone when they do something nice for us. The law of reciprocation possesses awesome strength, often producing a “yes” response to a request that, except for an existing feeling of indebtedness, would have surely been refused.
At DJ conferences and trade shows, we see the law of reciprocation at work at booths offering passersby a free pen, a special show discount, a free trial or other incentive. These things motivate us to approach a booth so a salesperson can espouse the benefits of his or her product or service. The law of reciprocation is the most powerful form of persuasion and influence.
Client retention is easier to achieve when you exceed someone’s expectations using the law of reciprocation. Sending a handwritten “thank you” note, for example, after an event, is one form of showing your appreciation. This unexpected gesture obliges clients to recommend your entertainment services because you have done something nice for them. Including a coupon or a gift card in the “thank you” note increases the reciprocation factor.
The law of reciprocation is powerful, and it works. When your prospects and clients sense your good intentions, they will, in the name of reciprocity, give back more than they have received in the form of future business.
Stacy Zemon – Publisher and Chief Scribe
Stacy Zemon is internationally considered a leading authority and leader in the DJ industry. She has reached an audience of millions as a Radio, Club, Karaoke and Mobile Disc Jockey.
Stacy’s work as a Writer, Author and Publisher have enabled her to spawn the largest number of DJ business owners in the world!
She is author of the world’s best-selling DJ books: The Mobile DJ Handbook, The DJ Sales & Marketing Handbook and The Mobile DJ MBA, and was a longtime writer for DJ Times magazine.
Stacy is also the Founder & President of DJ Video Network – Internet TV for DJs, by DJs.
Her mission is to provide educational resources for DJs that support their professional growth and financial prosperity.
Write to her c/o Stacy@test.promobiledj.com or call 877-442-7170.
For the longer version of Stacy’s story, click here. To learn about the business services she provides for other DJs, click here.