Mining town in the north east of the state. On the Sunday, we went out to the wineries of the King
Valley, naturally, being connoisseurs of a fine drop!
It was quite fascinating to watch the most used principle of the famous Robert Cialdini “Reciprocity”
in action from winery to winery (and we did visit a few)!!! Just a small glass of wine leaves us
wanting to return the favour by buying one or two or even a dozen bottles of wine!
“The rule says we must pay in kind what another person has provided us” as written by Robert
Cialdini.
For years wineries have been allowing us to sample their wines, and people in return have left with
a bottle or two. Have you ever wondered why you felt so obliged, sometimes without even liking the
wine to purchase? We feel obligated to return the favour, in other words, they offer a free sample
we buy a bottle. Reciprocity at work! After intensive study by sociologist Alvin Gouldner we can
report that human society subscribes to the rule of reciprocity.
So next time you are given something for free watch how you will automatically return the favour.
The key is how can you use this in sales?
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