Reciprocity and Consistency Win Jobs Before Price Matters
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Key Takeaways
Always be the first to give: Offer unexpected and personalized gestures of goodwill to create a sense of obligation in customers.
Show respect for property from the start: Actions like parking in the street and using floor savers demonstrate care, fostering initial reciprocity.
Go beyond basic expectations: While some actions are expected, look for opportunities to provide 'additional value' that makes a noticeable difference, like polishing fixtures.
Leverage the Socratic method: Ask open-ended questions that allow customers to verbally commit to their needs and preferences, which you can later refer back to for consistency.
Address inconsistencies gently: When a customer states something contradictory, politely remind them of their earlier statements to help them align with their own stated goals.
Understand the 'felt need': Both reciprocity and consistency create an internal drive for customers to act, helping them make decisions that are genuinely beneficial for them.
Prioritize ethical influence: Use these principles to build trust and genuinely help customers understand and solve their problems, not to manipulate them.
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