Nothing in sales is ever really free. When you give something away, you’re not losing value — you’re triggering reciprocity.

Imagine telling a client: “This property usually comes with ₦1.9M in documentation fees. But if you buy through me this week, I’ll make sure that fee is waived.”

To the client, that’s free money saved. To you, it’s a trigger that makes the sale easier to close.

The psychology is simple: people don’t like to feel indebted. When you do them a favor, they look for a way to return it. And in business, that usually means saying yes to your offer.

Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria)