Human beings are wired with a sense of balance. When someone gives us something, we feel the need to give something back. That is the law of reciprocity.
In sales, reciprocity makes your offer irresistible. For example, if a client expects to pay ₦1.9M in documentation fees, and you say, “Because you’re buying through me, I’ll make sure you don’t pay that,” you’ve created an invisible bond.
The client feels, “This person has done me a favor. I need to respond.” And the easiest way to respond is to say yes to your offer.
Sales is not just about logic. It is also about emotions. Reciprocity taps into that emotional wiring and tips the scale in your favor.
Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).