Creating Social Debt – Lessons From “The Godfather”

Articles, Selling

In “The Godfather”, after his daughter was severely beaten by her boyfriend and his friend and the criminals are given a suspended sentence … her father, Bonasera (a mortician), seeks the help of Don Corleone …

Bonasera: I ask for justice (he wishes them dead).

Don Corleone: That is not justice. Your daughter is still alive.

Bonasera: Let them suffer then, as she suffers. How much shall I pay you?

Don Corleone: [shakes his head ruefully] Bonasera, Bonasera. What have I ever done to make you treat me so disrespectfully? If you’d come to me in friendship, then that scum that ruined your daughter would be suffering this very day. And if by chance an honest man like yourself should make enemies, then they would become my enemies. And then they would fear you.

Bonasera: Be my friend. Godfather. [The Don shrugs, Bonasera bows toward the Don and kisses the Don’s hand.]

Don Corleone: Good. Someday, and that day may never come, I’ll call upon you to do a service for me. But until that day, accept this justice as a gift on my daughter’s wedding day.

Bonasera: Grazie, Godfather[Tweet “Learn lessons from the Godfather in creating social debt!”]

Social debt created, and was collected, upon the death of his boy, Sonny. Being owed beats owing any day of the week.

There is little difference between the social debt found in The Godfather and that which we can create today via the use of social media. Key elements include …

  • Someone provides a service without asking for payment.
  • This service generates gratitude by the receiver.
  • Thus, any future repayment has already been earned.
  • It is human nature to want to repay a debt, to return a favor.

There’s owning and being owed

Personally, I hate owing anybody anything (see want to repay). On the other hand, I love being owed. I will regularly pick up the check even when it is not my turn. I go out of my way to express gratitude for any little thing.

I’ll even go as far as to let folks slide when a service may not have been performed to my expectations. Now, this is only with a valued relationship and I will subtlety let them know that I am being generous in my action. Future favors are earned.

Do I expect repayment? No. How often will I call in a favor? Rarely. Do I even care about the debt? Only if you borrowed money or owe me money for services rendered and then I am keenly interested in collecting but, that’s something different. Social debt is something I keep in my back pocket for if and when I might need it.

You might be wondering … “Do you only do favors for the purpose of creating debt?” Absolutely not! I love helping people and do this without looking to create any kind of a debt relationship. Social debt is a merely a strategic technique and actually cashing that in should only be done sparingly. Besides, please don’t tell me that you don’t do the same thing.

Nice things that you can do for others

  • Introduce them to someone. Even better, someone who will buy their stuff. This beats donuts every time.
  • Bring an opportunity to their attention.
  • Share their stuff like their news, their web pages, their articles, their media, or their shares.
  • Like, comment, retweet, and share forward.
  • Promote their services to others.
  • Share articles with them that they may find useful including industry news, news on competitors, etc.
  • Educate them on how to get the most out of your products or services.

The list goes on and on. Be creative!

Calling in your markers

Here’s the best news. If you are trying to figure out how to diplomatically call in those debts as being due and payable … the chances that you will ever have to do this are minute. No … they work in the background. People are acutely aware when they owe someone a solid and they will naturally go out of their way to find ways to balance that equation.

This presents enormous benefits. Let’s say, for example, that one of your weasel competitors is sniffing around your best account and they may have even secured an audience with your client. How would you know that? I suppose that anything falls into the realm of possibilities but, an inside person with a debt to repay is even better insurance.

And then there is this. All of those nice things that you have been doing for others like … your valued customers … how many of your competitors are doing the same? A smart bet would be none. You are well on the road to becoming a trusted advisor rather than a faceless vendor.

If there is irony in any of this it is that creating social debt is, if anything, a misnomer. It is treating your customers and colleagues better than anyone else (save their Mom, spouse, and dog) has ever done for them. You have created relationships that will potentially last for a lifetime. Just don’t get complacent. What have you done for me … lately?

Craig M. Jamieson

Craig M. Jamieson

Managing Member at Adaptive Business Services
Craig M. Jamieson is a lifelong B2B salesperson, manager, owner, and a networking enthusiast. Adaptive Business Services provides solutions related to the sales professional. We are a Nimble CRM Solution Partner. Craig also conducts training and workshops primarily in social selling and communication skills. Craig is also the author of "The Small Business' Guide to Social CRM", now available on Amazon!
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