Artful Persuasion: How to Command Attention, Change Minds, and Influence People

By Harry Mills | Go to book overview

CHAPTER
16
Persuasion Trigger Two:
Reciprocation

The Law of
Give-and-Take

RECIPROCATION - GIVE-AND-TAKE

The Influence of a Single Flower

How can you be successful as a salesperson yet break virtually every rule taught in basic sales training? That's what the Hare Krishna salesforce did in the 1960s, and in less than a decade they built up a global network of Hare Krishna temples and communes.

For the Krishnas, the chief source of income for expansion came largely from public donations. The Hare Krishnas' first attempts to win donations were singularly unsuccessful. The reason seemed obvious: Most Hare Krishna salespeople were chanting, shavenheaded teenagers clad in orange saffron robes and beads. Many U.S. towns even passed laws banning Krishnas from begging and soliciting. Occasionally scuffles broke out between Krishnas and townspeople.

All this changed when the Krishnas discovered one of society's most powerful persuasion techniques - a weapon that was able to overcome the Krishnas' appalling negative image and induce the public to make generous donations. The persuasion weapon was the reciprocation rule.

-230-

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