Get Customers To Buy Automatically Pt. 2

You have the ability to influence nearly anyone you want with reciprocation.  Manipulative?  Absolutely.   Is it wrong?  Only if it is used for evil.


This was discovered years ago while running our family hardware store and lumber yard (a.k.a. Home Center).  Whenever someone bought a house they received a nice plant or flowers from our store.  The card had a nice message on it with an offer for 10% off for the next 30 days so they could do any necessary fixups to their house. This worked well but not 100% of the time (which will be explained shortly).


One time a man named George moved to town.  He was an engineer for a local manufacture who came to see me.  He bought a house so a flower delivery was sent to him. Several days after he received them, he came in to discuss remodeling his house.  Interestingly, he did not smile during our conversations.  I am good at making people laugh yet no matter what joke I made, he did not laugh or smile.    If ever there was a stone face, his was it and it was uncomfortable at times. Nevertheless, the rule of reciprocation hardly worked on him.


This story shows true life.  It is not going to work on every customer yet it worked on most.  Thus, do not stop doing it if it failed with a customer here or there.   George actually bought thousands in merchandise from us but he was demanding because he was comparing prices on every item I priced for him!  He required three times more time to service than the average customer.  Yet, he bought thousands of dollars of merchandise.  Maybe our business didn’t profit heavily from George due to all the price reductions, but he did not spend that money at a competitor’s business either. More importantly, he grew into the habit of buying from us.  When people are in the habit of doing something, changing that habit is hard to achieve.  This amazing tactic can move people into the habit of coming to you.


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