Framework
Law of reciprocity: the Coke can car-buying hack
Sam explains Cialdini's reciprocity principle from 'Influence': a small unequal favor creates an obligation to repay. He'd bring two Cokes when buying cars and offer one to the seller to win discounts.
“So that's called the law of reciprocity. So there's been a lot of studies on this. And if you read the book Influence by Robert Cialdini, it's a, it's basically been proven through a lot of different studies.”
Steal thisGive a small, genuine gift before you ask for anything; the recipient feels compelled to reciprocate even on an unequal favor.
Tactic
Use Cialdini reciprocity to win over gatekeepers
Hinde explains the deliberate logic behind the gift-card move: reciprocity, the principle from Robert Cialdini's work, is a powerful and undeniable force, so a handwritten note plus a $100 dinner card makes a stranger feel compelled to help you.
“Well, reciprocity, anyone who's read like Cialdini's work, you know, reciprocity is such a powerful, powerful force. You know, it's undeniable. So we knew that if we were gonna stand out by sending them a handwritten note, and then the $100 Ruth's Chris card, it's like, well, who doesn't like to go to Ruth's Chris?”
Steal thisOpen relationships by giving something of value first; the felt obligation to reciprocate does the persuading for you.