Reciprocity is a strong instinct. In fact it is so strong that charities spend huge amounts on ‘gifts’, which they send to members of the public. When you receive yet another appeal from a charity, you may not actually want the biro, calendar or diary enclosed, but somehow it makes you more likely to make a contribution to the charity’s coffers.

The fact is that most people’s response to a gift is a feeling that they want to return the favour. This is why corporate entertaining and gifts can be so effective even when they are used in a very subtle way. Some of the best gifts are extremely cheap. If they stay on the customer’s desk and have the contact details for your business in a prominent position, you more often than not likely to hear from your customer.

Sales training does not always focus on just how much value for money can be obtained in this way. This is particularly so when you target the right person. That is, the individual who is most likely to order whatever it is you sell. Remember, this will not necessarily be a senior buyer, or manager.

However inexpensive the gift, make sure it doesn’t look cheap and use a little imagination to suit the gift to its recipient.