Using reciprocity to persuade without manipulating – “Do the right thing”

If you want to persuade, you can build your success with the reciprocity rule.
What is the Reciprocity rule?
When someone gives us something, we feel obligated to give something back. We are uncomfortable if we don’t. And that something might be a physical object or it might be a service or a gift. That something might not even be something we want or need. We probably never asked for it, or expected it.
How does this work?
The Reciprocity Rule has been ingrained in us for centuries. I suspect it began in a society that was based on barter and trade. The system could only survive if there was a rule that we always return favours, we must never owe. It safeguards anyone who wants to do a favour or give a gift – they know they will get something in return.
Strangely enough, the return favour can be bigger than the original and we will reciprocate even if we don’t like the person who gave the gift or don’t like the gift itself. The rule is that deep and that powerful. It is part of our socialisation process. People who do not return favours are shunned. We are brought up that this is the right thing to do, and warned of dire consequences if we do not “do the right thing”.
Because the rule is so deeply ingrained, we are used to using it when we need to make decisions. There are so many decisions to be made on a daily basis that we will use whatever we can to avoid having to think about them and this rule comes in handy. Oftentimes the decision to think in a certain way or to choose a particular person can be based solely on the fact that we owe them something, or that they gave us something.
It has been found that no human society does not use the reciprocity rule. It has been used by corporations and governments to persuade people for thousands of years.
I want to look at this concept of “doing the right thing” but first want to add some of the ways the Reciprocity Rule works in practice. It does not just apply to gifts or favours. It applies to concessions. I request a favour and it is refused. Then I request a smaller favour. Because I have made a concession to you, it is highly likely that you will accede to the smaller favour in return. If I yield to your opinion on one topic, it is more likely that you will agree with me on the next topic, in return.
Now, given all of this information, you can go ahead and use the reciprocity rule in your persuasion efforts. Making sales? Offer a freebie, any freebie, and ask for the sale. Asking for a favour? Ask for a huge one first, then you can ask for what your really want. Want to change someone’s mind? Agree with them on anything else, but expect them to change in the way you wanted. And this amounts not just to persuasion, but to manipulation.
We all know of salesmen, the old type of salesmen, who use the rule of reciprocity to trick people into the sale – to manipulate. Many of us immediately put up a barrier as soon as we suspect the trickery. Every time someone knocks on my home front door, I move into that barrier mode. I don’t like it because I cannot “do the right thing”, and politely reciprocate. I have to be on alert to trickery. In the end, we will use the rule of reciprocity to buy or to return favours or to be persuaded, when we believe that the gifts or favours or beliefs are valuable and offered in good faith. We will not reciprocate a favour or gift for a trick or a marketing tactic.
Now I want to turn this around and look at the situation from our viewpoint as speakers who want to persuade. And there are speakers who are so obviously using these techniques with one thing in mind – manipulation – their own gain…. they are not “doing the right thing” either.
And now there are other people not “doing the right thing” – in our audiences. As a speaker, we also are facing the challenge of dealing with people who are distracted from our messages by their electronic devices – their phones, laptops, tablets. Not very long ago, this would have been considered incredibly bad manners, to show such disrespect for a speaker – certainly not “doing the right thing”. So we cannot depend on our audiences to do the right thing and sit through ill-disguised efforts to trick them into buying our products, or trick them into doing us favours or trick them into believing the message we have for them.
So what is the answer to this quandary? How can we create a win-win situation for everyone – persuade ethically and not manipulate or trick. I think the answer lies in “doing the right thing”.
Be prepared to give without expecting something in return. Know that giving is a useful persuasion tool, but give anyway.
Give value – that is value to the audience or your client or potential buyer, something that is exclusively for that person or group of people.
Be transparent and authentic. Make it clear that you are giving a gift. Use language that reinforces this side of the transaction. But make it clear that the recipient has a choice. You are “doing the right thing” but also empowering your client/audience/buyer. Empowered people feel more open to being persuaded. Make it also very clear that what you are asking for in return is in their best interests as well – the service you offer, the new perspective you introduce, the product.
If you want to use the rejection-retreat strategy, then do so transparently. It is valid to assume that a portion of your audience will want the higher priced product, the more difficult action to take. It is also valid to assume that perhaps more will want the lower priced/easier solution, and you can make that clear as well.
In terms of making a concession, it makes sense to address objections to an idea early on in a presentation. People need to feel understood and to have their beliefs and prior understandings validated, even if you are about to prove them wrong!! And that is the “doing the right thing” aspect of making a concession in terms of a belief so that your audience may be more happy to reciprocate and make a concession towards whatever you want to persuade them to do, think or feel.
I really do not want us to be part of the increasing number of speakers who use ill-disguised efforts at manipulation in order to persuade – not when it is so easy to “do the right thing” and persuade with honesty, openness, integrity and to create a win for all concerned.
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