Using Reciprocity to Build Trust in SaaS

Sales folks, take note! Spamming a target company's employees with your services and requests for meetings will result in your company making its way onto a buyer's blocklist. As a buyer in the localization industry, I receive dozens of emails and LinkedIn requests every single day from vendors looking to showcase translation, AI, QA services, and more. It's not humanly possible to give personal replies to every outreach. When vendors can't get through to me, they often reach out to everyone on my team... and sometimes to many others across my company. I'd love for this practice to stop. It wastes valuable company time and makes a vendor appear desperate and non-strategic. Here's what to do instead: 1. Appeal to ego! Invite a target company’s decision-maker to a panel, or start a vlog series and ask buyers to appear and discuss industry topics. It’s also a great opportunity to reposition your company as a thought leader. 2. Offer genuine insight, not just services. Share a case study, white paper, or benchmarking data that’s actually useful to the buyer’s role, and do it without a sales pitch. 3. Build a reputation before you build a pipeline. Comment thoughtfully on posts. Contribute to community conversations. If you consistently show up with value, you’re far more likely to get noticed. 4. Target smarter, not broader. Don’t shotgun your message to an entire company. Learn the org. Understand the buyer’s scope. Then send one well-researched, personalized note that shows you actually did your homework. 5. Focus on mutual value. Can you help solve a known pain point or offer perspective on something changing in the market? Frame your outreach around collaboration, not consumption. 6. Use timing to your advantage. Keep tabs on when companies are hiring for roles associated with your offerings, launching in new markets, or attending conferences. That’s when buyers are more receptive to new solutions. 7. Lead with generosity. Offer a no-strings-attached resource, intro, or suggestion that doesn’t benefit you directly. Reciprocity is a powerful trust builder. And please! Don't ever ever call me on the phone! ;)

I once got a contract from a vendor that had a customer-friendly clause. 😲 (The clause itself doesn't really matter, but it was a contract for professional services on a T&M basis. The vendor quoted a number of hours and then also committed to completing the project within those hours.) Anyway, I told this story once, and somebody said that the vendor probably got the request from a customer at one point, agreed to it, and then accidentally left it in their template, where it has been ever since. 😂 There may be some truth to that.😐 But this also reminds me how entrenched our expectations are that any contract we receive will be one-sided and unfavorable to us. When you receive nothing but one-sided contracts for years, you rightfully assume that all contracts will be one-sided.😬 So if you ever see a contract that isn't one-sided, you'd be justified in assuming it was a mistake! 😱 But there is another possibility❗ When I first read that customer-friendly clause, I did a double-take. I read it and reread it a few times. But once I moved on, I reviewed the rest of the contract differently. I made fewer redlines than I otherwise would have. 💡 I was no longer looking for reasons to redline as much as I was looking to find the vendor's language to be "good enough" or "probably OK." This is how counterparty-friendly language can help avoid redlines. 💡 The vendor made a concession by offering a customer-friendly clause. That made me want to reciprocate by making fewer redlines. 👉 Here is another example: A SaaS vendor's contract has an autorenewal clause. The customer has to give 30 days' notice of nonrenewal, but the vendor has to give 60 days' notice. Is the vendor going to terminate? Probably not. But by using a customer-friendly clause, the vendor makes a small concession that helps build trust with the customer. Small concessions can induce reciprocity and lead to outsized results! 💡 They did a study once and found that restaurant waiters who gave diners a mint after the meal increased tips by 3% 💲 And if they gave 2 mints, the tips increased by 14% 💲💲 And if the waiter gave a mint, started to walk away but turned back and said he was giving the diners an extra mint because they were nice people, the tips went up to 23%! 💲💲💲 Imagine if you could avoid 23% of redlines! 🎉 How? First, we all need to start sending mints or chocolate with our contracts.🍫 (Which CLM vendor is building this feature? Also, Andes mints, please.) Second, how can we add counterparty-friendly provisions? This doesn't mean we have to offer unlimited liability! (The dinners still had to pay their bill after they got their mints.) Instead, we can look for ways to make minor counterparty-friendly concessions with the goal of inviting reciprocity and avoiding redlines. ❓ Have you seen or used any counterparty-friendly clauses?

The competition isn't your enemy. Your biggest threat might be ignoring your allies. Many see business as a zero-sum game. But what if the key to success isn't outcompeting others, but lifting them up? In the agency world, where client acquisition is fierce, I've discovered a powerful truth: Focusing on allies is better than racing to the bottom over competitors. It's about creating an ecosystem of mutual benefit, not just a client list. Here are three recent examples from growing Etereo, our design subscription service, that illustrate the power of reciprocity: ▶ Unexpected Partnerships - A political strategy firm I've collaborated with for years became intrigued by Etereo. Instead of viewing them as potential competition, we struck a deal: marketing support for them, promotion for us. Result? They're now one of our highest-paying client/referral. ▶ Clients as Growth Engines - By prioritizing exceptional service and understanding our clients' needs deeply, they've become our best advocates. They not only refer new business but also increase their own spending. This is reciprocity in action - we deliver value consistently, and it comes back to us in multiples. ▶ Online Community Connections - Joining a tech/growth group and creating Linkedin connections has opened doors to new relationships, mutual support, and unforeseen opportunities. By asking tactical questions and showing genuine interest in others' success, I've built connections far beyond simple networking. The lesson? A robust network built on reciprocity is a powerful asset. Those you lift up today may become the pillars of your success tomorrow. It's not about immediate payback, but about fostering an environment of mutual growth and support. This approach requires a shift in mindset. Instead of asking "What can I get?", start with "What can I give?" Be the first to offer help, anticipate needs in your network, and focus on providing real value, not just exchanging business cards. Remember, in the world of business networking, what goes around truly does come around. By embracing reciprocity, we're not just building a network - we're cultivating an ecosystem where everyone can thrive. How has collaboration unexpectedly benefited your business? Share your experiences and let's continue lifting each other up.

People want to Give Back, Before they want to Give – The Unspoken Law of Reciprocity I have spent my life and career observing and building relationships, connections, and what makes people genuinely want to engage, collaborate, and support each other. And one fundamental truth I’ve learned is this: People don’t just want to receive—they want to give back. When you go out of your way to help someone—whether it’s an introduction, a piece of advice, or a small act of kindness—you are sending them a silent but powerful message: "I see you. I value you. I want to help you win." And what happens next? They instinctively start looking for ways to return the favor. This is the unspoken law of reciprocity. It’s not transactional—it’s human nature. It’s how trust is built. It’s how real, lasting business relationships are formed. In Business Development, this is everything. When you show up for people, without expecting anything in return, you create a ripple effect. You become top of mind. You build credibility. You create an army of people who WANT to help you, refer you, and open doors for you—because you did it first. Too often, people approach networking, partnerships, and connections with the mindset of "What can I get?" Instead, the real question should be: "How can I give? How can I make this person’s life or business better today?" Because here’s the truth—people may forget a pitch, but they won’t forget someone who made a difference for them. So, if you want to grow your network, your opportunities, your business—start by giving people a reason to want to give back to you. Lead with a GIVE. And watch what happens next. 🚀 #BusinessDevelopment #Networking #GiveBack #Relationships #ThoughtLeadership