The Psychology of Reciprocity in Sales

Give first—get later.

Reciprocity is one of the oldest psychological principles in sales. When you offer value up front, buyers feel compelled to give something back—attention, time, trust, or even the sale.

But here’s the nuance: your “gift” must feel genuine.

A personalized insight. A resource tailored to their challenge. A thoughtful intro. Not a generic brochure or a pushy free trial.

When value is real, so is the response.

Reciprocity isn’t a trick—it’s human wiring. Give something that matters. Then, step back and let them lean in.

When buyers feel appreciated, they engage.

Start by serving. The sale often follows.