One of the ways we get people to say "Yes" is by following the rule of fair exchange in both our business and personal lives.
In business, give more value than expected. Give more value than money exchanged. Give more value in hand-outs, phone calls, and other marketing efforts. For example, in real estate it's more than just handing out a flyer that announces, "Jeanni Jones closed another short sale. If you need help with short sales, call Jeanni Jones at 555-5555." Not that it's bad...
It's just that a better flyer might be: "Jeanni Jones closed another short sale. If you need help with short sales, call Jeanni Jones at 555-5555," and then include a "Market Update" listing 10 properties for sale, and 10 "recent solds". Plus 20 area "Bank-owned" Properties. A person receiving such a flyer might actually keep it to give to a friend or family member who might be interested in finding a home in the area.
The rule of fair exchange in business also means amping up the positivity, speaking good words, taking good actions and showing gratitude.
Likewise in your personal life, the rule of fair exchange means you give back what you have received. If you have received compliments, pass them forward to someone else. If you have received support from others, at a time when you needed it, and then someone asks you for support, be sure to give back the support you have received.
The power of this principle can usually be seen around Christmas time. A year ago, for example, my wife suggested that I send out the Christmas cards, and so I did. I went wild and sent out a few thousand. I sent Christmas cards signed "I love you" to people that we didn't even know - and what a surprise when we unexpectedly received "we love you too" cards back from people whose faces we didn't even recognize. It shows you the power of fair exchange (also called reciprocation).
How can you use this principle in your sales career? One way is to simply offer a free sample. Costco and Sams Club are always giving out free samples. Why? Because these freebies generate millions of dollars of revenue. People feel obligated to later purchase the product.
Keep it in mind when designing your next hand-out masterpiece!
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