Exchange relationship concepts and dynamics

Exchange Relationship

Marketing products and services where the customer does not necessarily want to be the consumer, yet due to circumstances of accident, illness or economic loss, is forced to, requires a delicate balance of fear and expertise-based marketing. To be effective in marketing solutions to these problems many face yet no one wants to admit to, trust is the most critical aspect of all. Creating unique value propositions that communicate and convincingly convey trust is crucial for profitable growth of these types of businesses (Urban, 2005)

Marketing Solutions to Difficult, Embarrassing Problems

Consumers don't want to be told about how effective the functional components or attributes of a given product are, they want assurance that they can trust the solution the product offers. This assurance forms the foundation of what a trusted advisor role is in the selling process (Urban, 2005). No one for example purchases a home dialysis machine purely on its technical merits, especially fi it is for an aging loved one who must have it to survive (Langreth, 2008). Instead, the purchase decision is anchored in trust, transparency of the product, and authenticity it will deliver the results needed to keep the relative alive. Home healthcare's cornerstone of success is becoming a trusted advisor in the selling and service process (Langreth, 2008). Without trust, the entire selling process stops and nothing gets done. The same holds true for those choosing a funeral home after the passing of a loved one. The last concern many have is how the casket was manufactured . Instead, those in grief are looking for assurance that they are making the right decisions with regard to how they manage this process, and that they are doing it "right" and getting all the proper items taken care of. All of this is a tremendous amount of work, and under grief, it is made even more difficult. What is needed then is more of a trusted advisor who can guide those going through such challenging times and reduce the confusion and anxiety surrounding them (Urban, 2005).

In both the case of the dialysis machine sale and the funeral services, a common theme of trust pervades both. These purchasing decisions are completely different than picking out a new car, buying a new iPod, iPad or iPhone, or choosing which new digital camera to buy. These decisions are more driven by how those products contribute to our own sense of who we are and provide us a measure of freedom in defining ourselves while providing enjoyment. All powerful brands, with Apple being one of the most formidable globally, sell not only functionality of their products but the image that goes along with it. This is completely different than choosing a dialysis machine or a funeral home and funeral director. In these instances the uncertainty is far greater, the risk of making a mistake far more intensive, and the level of self-scrutiny is very intense. No one wants to make a mistake in front of close friend and family members on the decision of which dialysis machine to buy or which funeral director to rely on. Because so much is at stake on these issues, the need for trusted advisors becomes crucial. Without trust, none of these services would be able to stay in business. That is why medical products and services continually stress their expertise, not just their product features or benefits (Cleary, Schlesinger, Blumenthal, 1991). People, when confronted with these issues, choose trust over product features any day and trusted advisors win the right to sell gain while those that just sell on price or features do not..