The Exchange Relationship

591 Words2 Pages
The Exchange Relationship
Introduction
In marketing and selling products and services to those who don't want to be customers of them, the most critical success factors are creating a high level of trust and selling solutions instead of products. Solution selling needs to concentrate on positive aspects of the product or service, communicating benefits and value that accentuate care, concern and empathetic experiences that all lead to greater trust (Dawson, 2001). For exchange relationships that involve transactions that people would rather ignore, trust and authenticity are the two most critical success factors in selling products and services successfully. The ability to position any product or service so that dignity, respect and empathy for the patient or situation family members are grappling with are at the core of the value proposition is essential (Urban, 2005). Even for those products and services that no one wants to be a consumer of or participating in, the need for creating the foundations of a successful, positive experience is key to building trust and being successful in these delicate marketing and selling situations (Palmer, 2010). Consumers of diabetic monitoring machines, in-home healthcare monitoring machines and funeral services look for empathy, expertise and intelligence in the solutions they are shopping for to these challenging problems (Cleary, Schlesinger, Blumenthal, 1991) (Langreth, 2008). What unifies all of these areas strongly is the
Get Access