Provide Insight into THEIR Company or Team

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4. Invite Customers to Valuable Events
As you might expect, inviting your customers to sporting events, concerts, dinners, and other experiences are all great ways of adding value. They also provide amazing opportunities to introduce them to like-minded customers and connect with them on a personal level. There’s only one catch. You CANNOT use the event to explicitly pitch your product or service! To be clear, that doesn’t mean events involving product or solution pitches are off-limits. There is definitely a time and place for them. Rather, they do not promote the same levels of reciprocity as events solely focused on adding value outside of your solution.

Back when I was a VP at Salesforce, we ran tons of customer events, from intimate dinners to large-scale blockbuster conferences. But when it came to measuring the return on our investment in those events (measured as; customers who went on to make a purchase within 90 days of attending the event) there was one type of value-added event that stood head and shoulders above the rest! (and it wasn’t our massive Dreamforce conference)

If you’re interested in learning more about what type ecuador telegram data of event it was and how we ran them, check out this video!




Sales expert Jeffrey Gitomer is the author of fifteen books, including New York Times bestsellers The Sales Bible and The Little Gold Book of YES! Listening to him speak at a conference one year, I heard him share a high-impact and relevant insight when it comes to building reciprocity.

“Don’t tell your customers something they don’t know about you. Tell them something they don’t know about them.”

A great example of this came from an entrepreneur who prospected into me in my last VP Sales role. He was selling a solution that alerted companies when your key customer champions left their company and went to another one. Rather than talk about what his solution did, he did his homework (see #1) and brought me a gift; a real example of a real champion of ours who in fact, left their company (unbeknownst to us) and went someplace else. The one-two punch of 1. reciprocity and 2. demonstrating the value of his solution in a bespoke way was very strong.