Selling A Dream & The Art of Reciprocity 🎁

All about the outcome and an elite sales skill of reciprocity. Read tome 1.5 Minutes

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Sales Systems
March 03, 2025

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Selling A Dream

All about the outcome

If a perfect sales script could be written it would play out like a Ralph Lauren ad. The Customer would be immersed in another world. A world where they are the heir to a large fortune, hosting family for dinner in the garden. Perfectly dressed with laughs and glasses clinking together. Are you there? Can you feel it?

That is where you want to take your Customer.  Skip to the dream outcome.

It is common to be side tracked into selling features or guarantees. Why not only discuss the dream outcome? How would it feel to have all your sales people exceeding their monthly goals? How would you spend the extra income? What would that do to the enterprise value of your company? You know your product will get them this outcome. Get the Customer thinking about all the ways this benefits them.

What To Do

  1. Deep dive into your product or service and only think about the outcome it provides to the Customer. Ignore everything else!

  2. Write down the dream outcome in a clear statement.

  3. Write down 5 questions that get your Customer answering how they will feel with the dream outcome obtained.

  4. Add these to your script or everyday conversations. Train your staff on this way of thinking and these questions.

  5. Confirm your staff are using these in their sales calls.

  6. Watch your own dream outcome become reality!

The Art of Reciprocity: Elite Sales Teams Do This well:

Reciprocity functions as a powerful sales tactic based on the psychological principle that people feel obligated to return favors. When sales executives provide something of value first—whether information, samples, or personalized attention—prospects often feel compelled to reciprocate through engagement, meetings, or purchases. This natural human tendency creates opportunities for building relationships that transcend transactional interactions and foster genuine connections with potential clients.

Sales executives can incorporate reciprocity into daily activities by identifying meaningful ways to give before asking. This might include sharing relevant industry insights, offering free consultations, sending thoughtful follow-ups with valuable resources, or simply investing time to understand a prospect's specific challenges. By consistently leading with value rather than requests, sales professionals establish themselves as trusted advisors rather than mere vendors, ultimately creating a foundation of goodwill that drives sustainable business relationships.

Don't Just Dream—Take Action Now

Ready to transform your sales approach? This isn't just theory—it's your roadmap to results. Apply these reciprocity principles this week and watch relationships deepen, resistance fade, and deals close faster.

Remember: The most successful sales professionals don't just sell products—they create value exchanges that benefit everyone involved.

Join us next week as we explore how to qualify prospects with precision that saves you time and maximizes your closing ratio.

Success sells,

The Sales Systems University Team

P.S. Reply to this email with your biggest "dream outcome" question that worked. We'll feature the best submissions in our next issue!