Some products are generally ‘hard to sell.’ A company has little to do to seduce customers into using such products until the need by the customer to use them arises. Such products and services include funeral services and diabetic medicines. Exchange relationship becomes the key thing in marketing of such products and services. The following paper is a discussion of issues facing companies that deal with commodities that are not easy to sell, ad how well they can deal with exchange relationship to boost their sales.
Marketing some products is entirely unpredictable. Consumers who engage in the purchase of such products only do so out of pressure from the circumstances in which they find themselves. If anything, nobody would like to engage in buying or using some services. For, in stance, people would wish to never require mortuary services. Offering such services has to depend on the rate of people dying, which is totally unlike the wishes of most people. Yet, finding quality services in such products or service is of vast importance. The best thing, though, with such services is the fact that consumers have limited alternatives when they need the services or goods. The marketer knows exactly what the consumer will need. What matters when it comes to such services is accessibility and quality. Such services are usually required impromptu. Funeral services, for example, have to be provided within a week, and, therefore, the easier it is to access such services, the more convenient it will be for the consumers. Other examples of such services include diabetic products. Nobody would want to use them, but, the moment they become diabetic, there is no short cut to using the diabetic medicine. Such consumers will be looking for quality medicine that will heal them soonest.
The major challenge for companies offering such services and commodities is to get easily accessible and provide quality services. Customers would not have time to go looking everywhere for most of these services, hence when they come across a company that gives them what they want, at the right time and quality, chances are that they are bound to make it their company of choice from there henceforth. Expertise, professionalism, quality and attention to detail are among the selling points for these products.
History of the company also has a lot to do with success in marketing the products. The customer does not have a chance to test the products. They will have to depend on the information they have about the company and services or the products they sell. This means that the company must strive not to tarnish their image to the customers. Also, offering such services and products as a full package is advantageous to the consumer simply because the consumers would want to deal with one company, which they trust, rather than moving from one company to the other. Such services and products though are advantageous when it comes to pricing. As long as the products and services are up to the customers’ satisfaction, they will not mind the prices, though, they don’t have to be overly prohibitive. The customer in any situation would like to feel that their needs are being catered for by thoughtful product and service expertise. Another challenge in marketing such products and services is the fact that the consumers depend more on their past knowledge of a particular company, making it hard for starters in such businesses (Butel, 2008).
The relationship between the customer base and a business, founded on trust and mutual benefit is what is referred to as exchange relationship. In question, is the exchange of the purchased goods and services on the part of the consumer, and satisfactory treatment and full service in return from the company. Such a relationship between businesses and customers is made use of as a strategic plan of marketing which involves creating incentives for the customer base being targeted.
An exchange relationship capitalizes on going beyond a simple transaction of business to offer personal attention and care, an exchange which is social, coupled with incentives for consumers to stick with the company. Such a connection, which is personal, develops stronger ties between the company and the customer, which has turned out to be a virtue that a majority of customers look for in a business. Expertise and knowledge from a company suiting the needs of the customer rather than mere focus on profit making cements the relationship between customers and the company. Knowledge and expertise are what the customers look for to be guaranteed of quality services and products, and should suit their individual needs instead of laying focus on making a sale. Service procedures and policies that are effective are vital and central for an exchange relationship to be effective. Effective exchange relationship means a company becoming more preferred by the consumers. Marketing hard-to-sell products and services is challenging and calls for an effective exchange relationship (Hoyer & Maccini, 2008).
As products and services differ, the marketing strategies of one company will differ from that of the other. In any case, an exchange relationship calls for a foundation of trust by a business in all its marketing campaigns (Hennig-Thurau & Hansen, 2000). A marketing strategy ought to fulfill those promises that the company set out when advertising its services and products. Broken promises and false claims are deadly for a customer relationship.
Exchange relationship is a mutual exchange between the customer and a company, based on trust. Companies that deal with products and services that are ‘hard to sell’ have to effectively execute exchange relationship, rather than the normal advertising strategies, if their business is to boom.
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