It can be very easy to think about what you can get before thinking about what you can give. We are all under pressure to perform, and these pressures are magnified in a challenging economic climate. Getting first seems to be the smartest course of action. Once you have got something, you are then in a position to give.
The problem with this approach is that it has two probable and limited outcomes.
1) You receive what you are seeking or often slightly less than you are seeking and with limited potential for future business.
2) You receive nothing apart from a permanently closed door!
By giving first, you are opening up the opportunities to receive so much more in return. The law of reciprocity refers to responding to a positive action with another positive action. It is also human nature that this positive action in return is likely to be magnified.
In other words, give first and you may well receive a hell of a lot more than you asked for!