"You scratch my back, I'll scratch yours."
This well-known adage is a universally understood truth. People are willing to do more for you the more you do for them. But what's more, if you do something for someone else, they actually feel obligated to give back.
This is what makes companies like TOMS, Warby Parker and other "you give, we give" approaches so popular. It's the idea that they are already giving that makes you want to give your money to them.
What does this mean for your own company?
Robert Caldiani is the author of the bestselling book Influence: The Psychology of Persuasion, as well as a professor and expert in the field of psychology and marketing and CEO of Influence at Work.
In this short video, he points out a critical note: You can't expect customers to give first. You as a company have to provide something of value first, so that they feel like reciprocating. You want to make them feel that fundamental human need to give back.
Watch the video to hear his full explanation!
P.S. Robert Cialdini is keynoting this year's ScaleUp Summit, May 23-24, will we see you there?