A couple of weeks ago, my wife and I had a termite inspection. Just routine. It had been awhile and it was time. We got the all clear once again, and once again there was no charge for the inspection.
However, we now have a pest control maintenance contract with this company and told our previous company adios.
We had been with the other company for 15 years and we were satisfied with their work. They showed up when they were supposed to and were reasonably polite. They always called the day before, to remind us they were coming and to ask if there were any problems they needed to address.
So why did we switch?
No, it wasn’t price. Our previous company had never raised their rates and the new company actually charged a bit more (but was willing to match the first company).
Actually, there were two reasons.
The first reason we switched is that while we were satisfied with our first company, we were only satisfied. They didn’t do anything to tip the scale from satisfied to delighted.
Of course we didn’t realize what was missing until we had the new company come out. They were more organized. And cleaner. And more thorough. The man who came out was articulate and patiently explained everything. You could tell he wasn’t just doing his job, he really enjoyed what he did.
The first company was competent. The second company made us feel like they cared about having our business.
The second reason we switched? We’d had this company out twice and it was the same guy both times. Both times, there was no charge. And so when he offered the maintenance contract, the law of reciprocity kicked in and we took it.
The law of reciprocity says that when you give someone something, they have a psychological compulsion to reciprocate. Buy someone lunch, for example, and the next time you go out together they’ll pick up the check. It’s not politeness or friendship. It’s the law of reciprocity.
If you doubt this, the next time someone you know says good morning to you, don’t say anything in return. That awkward feeling you have is the law of reciprocity.
So, did we hire the new company out of guilt? In a way, yes. We had two free inspections and had never given them anything in return. We might have reciprocated by sending them referrals, but we liked what we saw and hired them.
When you offer a free consultation, your prospective client feels like they owe you. So, unless you give them a reason not to, they will be inclined to hire you. If they can’t or don’t need to hire you, they will be primed to send you referrals.
The same goes for anything you do for others. Send a lawyer friend a referral and they will probably send one to you. Give your newsletter subscribers helpful information and they will tell their friends to visit your website. Help a neighbor set up their new computer and they’ll be looking for ways they can return the favor.
The “Golden Rule” says, “Do unto others as you would have them do unto you.” Now you know how it works.
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