Humor me for a minute while I share a quick story with you. And yes – I promise there is a point to this little tale.

Last night, I was out and about taking care of some errands. I needed new floor mats in my car and the Netflix had to get dropped in the mailbox. My tires also needed some air, so I stopped by a gas station down the street from my house. Here is where my story begins.

As I parked my car by the air machine (whatever it’s called), I looked around confused. I wasn’t quite sure where the change machine would be. I knew there had to be a change machine, because these sort of car washes always have one or two. So I’m looking around, and a voice calls out to me. “The change machine is right over here.” It was a guy in shorts and a plain t shirt. He didn’t look homeless, but he didn’t appear well-off by any means. Living in a city like Memphis, you learn that poverty can look just like your friends and family.

I put in a dollar at the first machine and nothing happened. Suddenly the “out of order” light turned on. Great, it turned on after my money was already gone. A few seconds later, the light turned right back off. That’s sketchy – and it is probably fooling a lot of people out of their money. The same voice was behind me again. “Did it take your money? Somebody really needs to do something about that machine. You might try the other one, if you have an extra dollar.”

So I did. And it gave me 4 shiny quarters. I thanked the man for his help, then used $.50 to fill up my tires. While I was standing there, my new friend came back into view from around the building. “Hey, do you have any change to spare? I really need to get a sandwich or something tonight.”

He had me. And I handed over my leftover change.

That’s the end of my story. But I couldn’t stop thinking about it last night. This was one of those moments that writers like Robert Cialdini include in their books about persuasion. And I had to dissect it in my mind to figure out how it worked.

Two things happened that night. First, this stranger showed me a bit of kindness and sympathy when my first dollar was stolen. He was helpful and wasn’t intrusive the way some beggars can be. By the time he asked me for some change, I already liked him. I had to reciprocate his kindness, and I had to cough up the little bit of money.

Second, he “caught me red handed.” What I mean is this: after helping me FIND some change to put air in my tires, he was completely aware that I now HAD some change. He knew it, and I knew it. What was I going to say to this guy? “No, I’m keeping this 50 cents to add to my high-yield savings account.” Get out of here! Of course I was going to hand over the quarters.

Listen up marketers… reciprocation is powerful. Give and you will get. Even the smallest of niceties or a sign of compassion from a stranger can almost FORCE reciprocation. Always give freely to your customers or leads, because they will reciprocate the gesture and you will come out a winner.

Also, whenever you catch your customers “red-handed,” take advantage. Where can this be applied? How about upsells? You just spent money with me, your wallet is out, and I know you have the funds. Why not buy this product to complement your initial purchase?

Think about testimonials. If someone sends a quick email to say they liked your product, reply immediately. You have them trapped – ask for a full testimonial. You liked the product? Would you mind writing a few sentences about your experience?

So thank you to the man I met last night. Beggar or marketer? Who knows, but you reminded me of a couple great lessons.

Keeps your eyes open,
Reuben D. Rock

  • Share/Bookmark