Reciprocity: The Revenue Generator You’re Probably Underestimating (Guest Blog by Treda Moon)

In Color Accounting, we define revenue as the activity that generates value—value being  assets like cash. And while that might sound a little weird, here’s what it means in real life:

Revenue isn’t  money or cash. It’s about actions that generate value for your business. And one of the most powerful value-generating actions? 

Reciprocity

Wait, Is This Accounting or a Life Lesson?

Both.

Reciprocity—this natural human inclination to return a favor or respond to kindness—is more than just good manners. It’s a business principle. When you operate from a spirit of giving first—whether it’s time, insight, support, or a helpful resource—you’re activating one of the oldest and most reliable revenue engines in existence.

Think about it: how many times have you hired someone, referred someone, or bought from someone simply because they made you feel seen, helped you for free, or offered real value up front?

Now flip it.

How often are you creating that sense of goodwill and trust for your potential clients and community?

Reciprocity Creates Revenue (the Accounting Kind)

In Color Accounting, revenue is about what you do to create value—not just the result.

So when you:

●      Sponsor or support local events

●      Volunteer/donate services/products to charity

●      Send a genuine thank-you note or make an unexpected introduction

●      Go the extra mile in service of your current clients

…you’re generating relational equity— and it’s very much like Revenue. Consider it a fast track to Revenue. You’re doing something (activity) that increases the connection between someone and your business and that connection is valuable because it increases the likelihood of doing business.

That goodwill? That trust? That “wow, she really helped me” moment?

That’s revenue-in-the-making.

The ROI of Being a Real One

We’re not talking about wasting your time, people-pleasing, or working for free forever. We’re talking about business—be clear on who you are helping and why (there should be brand alignment) and always be upfront and open about your business’s offers - but without expectations or thinking you’re owed something for giving.

Here’s how reciprocity influences revenue in tangible ways:

●      Increases conversions: People are more likely to buy from someone they already trust.

●      Improves retention: Clients who feel supported stay longer.

●      Drives referrals: Generosity sparks word-of-mouth better than any ad budget.

●      Builds brand equity: Your reputation becomes an asset that pays dividends.

Final Word

If you want to increase revenue, you don’t always need to hustle harder.

You need to connect deeper.

Serve smarter.

And lead with value.