How can you apply the principle of reciprocity in your sales emails?

1 Why reciprocity works

Reciprocity works because it creates a sense of obligation and gratitude in the recipient. It also shows that you are generous, helpful, and trustworthy. When you offer something of value to your prospects, such as a free resource, a tip, a compliment, or a referral, you make them more likely to reciprocate by opening your emails, replying to your messages, or booking a meeting with you.

2 How to offer value in your sales emails

Offering value in your sales emails requires researching prospects and understanding their needs, goals, challenges, and interests. You should craft your email to demonstrate how you can help them solve a problem, achieve an outcome, or learn something new. For example, you can share a case study, blog post, white paper, or webinar that addresses their pain points or aspirations. Additionally, you can give them a useful tip or recommendation related to their industry, role, or situation. You could also compliment them on their work or insights and introduce them to someone who can benefit them. Lastly, invite them to an event, community, or group that matches their interests or goals.

3 How to ask for something in return

Once you have offered value in your sales emails, you can ask for something in return, but make sure to frame your request as a natural next step or mutual benefit. For example, you can request their feedback, opinion, or advice on what you have shared; a referral, introduction, or testimonial if they have enjoyed or benefited from your offer; a meeting, call, or demo if they have expressed interest; and a permission, confirmation, or commitment if they have agreed to move forward. Be mindful not to sound too pushy, needy, or entitled.

4 How to follow up with reciprocity

Reciprocity doesn't end with the first email. You need to stay in contact with your prospects and continue to provide value and ask for something in return. Showing that you are genuinely interested in helping them and forming a relationship is essential for maintaining the balance between giving and taking. For instance, you can thank them for their response, time, action, or cooperation. Additionally, remind them of the advantages they can gain from working with you and emphasize the urgency, relevance, or uniqueness of your offer. Finally, suggest a clear, specific, and easy next step for them to take while explaining why it is important or beneficial.

5 How to avoid reciprocity pitfalls

Reciprocity is a powerful tool for sales prospecting, but it must be used carefully to avoid damaging your credibility, trust, and reputation. You should avoid offering value that is irrelevant, generic, or outdated, as your prospects will see through your manipulation and lose interest. Asking for something that is too big, too soon, or too vague can make prospects feel overwhelmed, pressured, or confused and resist your ask. Additionally, being too persistent, aggressive, or desperate can make prospects feel annoyed, offended, or harassed. Lastly, being too transactional, self-centered, or presumptuous can cause prospects to feel used, exploited, or disrespected and distrust your intentions. Reciprocity can help you create more engaging and persuasive emails and increase response rate; however it must be used wisely and respectfully to avoid sabotaging your sales prospecting efforts.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?