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There is only one universal social norm, the norm of reciprocity. The norm of reciprocity states that we treat or respond to others in a similar manner as to how we are treated. The Golden Rule and an “Eye for an Eye” are examples of the norm of reciprocity stated in cultural rules.

We are more likely to be persuaded when given a gift because we feel that we “owe” the gift giver. Think about holiday gift giving. Do you set limits to the amount people can spend on gifts? Often the reason is that if someone gives you a gift worth several thousand dollars and you give them a ten dollar gift from WalMart, the social obligation is out of balance. Typically we try to balance these out by giving more gifts (time, or money) to restore the obligation balance.

So, what does reciprocity have to do with sales? When you walk through the grocery store and try the products for free, you are more likely to buy the product. Not only do you get a chance to try the product and see if you like it, you are more likely to feel a sense of obligation. In fundraising, the research has shown that both monetary (from $1 to $5) and nonmonetary gifts (calendars, return labels, etc.) increase the rate of those contributing to the “cause” (Church, 1993). This data demonstrates the power of reciprocity.

Party plan companies have used gifts for years. In addition to engendering the potential customer, the gift of products allows the customer to try the product. Being able to taste, cook, and make are all ways to increase sales (Rawlins & Johnson, 2005).

Sample product size also works in person to person selling as well. In fact Avon started as a book selling company and to increase sales included a small sample of perfume. The perfume became so popular that Avon was born.

It used to be that people believed that in buying, money was the key factors to consider. However, research in persuasion has found that consumers use complex motivation factors when purchasing products (Cialdini, 2003). The norm of reciprocity is one that all direct selling companies can learn. Using sample product is one way to create a bond between seller and the buyer.

Cialdini, R.B. (2003). The science of persuasion: Social psychology has determined the basic principles that govern getting to ‘yes’. Scientific American Mind, 14(1). 70-77.

Church, A. H. 1993. Estimating the effects of incentives on mail response rates: A meta-analysis. Public Opinion Quarterly 57:62-79.

Rawlins, C., & Johnson, P.R. (2005). Let’s party: The remarkable growth in direct sales. Proceedings of the Academy of Organizational Culture, Communications and Conflict 10(2).