Gregory McDonald, known to his mates as Mac, had been pounding the pavement for years. His trade was selling coffee machines to offices across London. But as Mac knew all too well, the real money wasn’t in the machines themselves—it was in getting customers to sign up for monthly coffee subscriptions. The machines were a one-off sale; the coffee kept the cash flowing.
Mac had a simple enough pitch: “Buy our machines, and you’ll never have to worry about coffee again.” He would spend his days darting from one office to another, lugging his trusty demonstration model behind him, and delivering the same spiel. But no matter how many appointments he booked, he was failing to close the deals.
“I just don’t get it,” he muttered to himself one evening, slumping into his chair at the kitchen table. The dining room light flickered slightly, casting shadows over his furrowed brow. Isabel, his wife, looked up from the dishes she was drying and noticed the frustration etched across his face.
“Rough day?” she asked softly, setting down the dish towel.
“Rough month,” Mac replied with a sigh. “I’ve been getting loads of appointments, but every time I walk out, I’m empty-handed. The machines are top quality, but people just aren’t buying them. And even if they do, they never go for the coffee subscription. It’s like I’m speaking to a brick wall.”
Isabel thought for a moment. “Well, if I were in their shoes, I wouldn’t buy a machine without knowing what kind of coffee it makes. And if you were coming to sell me the machine, I’d want to try the coffee first.”
Mac’s eyes lit up. “You’d want to try the coffee first?”
“Of course,” Isabel said, smiling. “You’re selling the experience, Mac, not just a machine. People want to know what they’re getting. And besides, nobody buys what they don’t taste and love first.”
That night, Mac couldn’t sleep. Isabel’s words kept ringing in his ears. “People want to know what they’re getting.” He stared at the ceiling, the solution slowly forming in his mind. He needed a different approach. Something that would make these office managers feel invested in the coffee before he even stepped through the door.
The next morning, Mac sprang out of bed with a newfound energy. He grabbed a notepad and started scribbling down his plan. As soon as he booked an appointment, he’d send a letter to the prospective client—a small gesture of goodwill. But that wasn’t all. For five days before the meeting, he’d send ten cups of coffee to the office. One for the client and nine for their team. Each day, a different blend. The goal? To get them hooked on the coffee even before he tried to sell the machine.
When Isabel came downstairs, Mac had already made breakfast and was grinning from ear to ear. “I’ve got it,” he said, sliding a cup of freshly brewed coffee towards her.
“Got what?” Isabel asked, amused by his sudden burst of enthusiasm.
“Reciprocity,” he replied. “I’m going to give them something first—a taste of what they’re missing. It’s like you said, love. They need to try it before they buy it.”
Over the next few weeks, Mac put his plan into action. As soon as an appointment was confirmed, he sent out a friendly letter, thanking the office manager for their time and promising to make their next coffee break special. Then, he arranged for ten cups of coffee to be delivered every day for five days leading up to the meeting—each day a different flavour. By the time Mac walked into those offices, the smell of fresh coffee had already made a name for itself.
When the day of his first appointment under the new plan arrived, Mac was nervous but determined. He walked into the office with his head held high and his demo machine ready, but he wasn’t planning on using it—not right away, at least.
The office manager, Sarah, greeted him with a warm smile. “Gregory! Or should I call you Mac? Thanks for the coffee this week; it’s been the talk of the office!” she exclaimed.
Mac chuckled, relieved to see the plan was working. “Call me Mac, please. And I’m glad to hear it! So, tell me, Sarah, which was your favourite?”
She thought for a moment. “I think I liked the Colombian blend the best. And the team’s been raving about the Ethiopian dark roast.”
Mac nodded. “Excellent choices. Both of those blends are perfect matches for our deluxe machine, the Model X5. It’s designed to bring out the unique flavours of those beans.”
Sarah looked intrigued. “Really? I’ve got to say, the coffee’s been fantastic. But what about the machine?”
“Well, I could go on about the features and benefits,” Mac said, leaning in slightly, “but you’ve already tasted the results. The Model X5 is the secret behind that rich, smooth Colombian blend you loved. And it’s built to keep delivering that quality cup after cup.”
By the end of the meeting, Mac wasn’t just selling a machine; he was selling an experience, and Sarah was eager to buy in. But he wasn’t done yet. “And the best part?” he added, “We can arrange for a monthly delivery of those exact blends. You won’t have to lift a finger.”
Sarah nodded, excitement in her eyes. “Let’s do it. Let’s get the machine and the coffee. Our team deserves it.”
Mac walked out of that office with his first full sale in weeks—a machine and a coffee subscription. As he closed the door behind him, he couldn’t help but smile. Isabel was right. It wasn’t just about the product; it was about creating a sense of value, of giving before asking.
The orders started rolling in, and with each one, Mac’s confidence grew. He realised the true power of reciprocity. By giving first, he created a sense of obligation—a subtle but powerful push in the right direction. And as a result, his sales soared.
That evening, as he sat down to dinner with Isabel and their daughters, Mac felt a sense of accomplishment he hadn’t felt in months. He raised his glass of water. “To reciprocity,” he toasted. “And to always giving before asking.”
Isabel laughed and raised her own glass. “And to coffee,” she added with a wink.
They all laughed, clinking their glasses together. Mac realised he wasn’t just selling machines or coffee; he was building relationships, one cup at a time. And that made all the difference.

Lessons:
Give Before You Ask: Providing value upfront creates a sense of obligation and goodwill, making prospects more receptive to your offer.

Sell the Experience, Not Just the Product: Demonstrating the benefits of your product through real experiences helps customers see its value more clearly.

Create a Sense of Value: Show potential customers what they stand to gain, not just what you want to sell them.

Build Relationships: Focus on building trust and relationships, which often leads to better sales outcomes than a hard sell approach.