What is Exchange in Abundance?

We were not the originators of this business model, but we like to think we are (and strive to be) a great example of it.

Many of you have experienced our business model at some time in your life, whether from us or from another like-minded business.

As we describe the model, think of the times that you experienced it.

In 1997, we were introduced to this name for it, and if you research it, you’ll find other descriptions for it. There are probably far more eloquent explanations written by Poets and Philosophers. This description is ours, and explains what we see as the important factors.

It is known as “Exchange in Abundance”

THERE ARE 4 LEVELS OF EXCHANGE

The lowest level of “Exchange” (the level we dread), is one that we hope to never experience.  It is known as “Criminal Exchange“. Someone sticks a knife or gun in your back, and takes your wallet, or smashes a window in your car and steals your purse– and you get nothing good in exchange.  Those that have experienced it will tell you that it is an emotional experience and that emotion is very motivating.  The victim is motivated to get that person out of business, as quickly as possible.  They’ll call the police, the news and tell everyone they know (and even those they don’t know) to avoid doing business with that guy. They will spend their own time, effort and sometimes money to stop that enterprise.  If egregious, it criminal exchange will be their topic of discussion everywhere they go. They’ll tell the story to friends at dinner parties and to their children at the dinner table.  Because, the victim would NEVER want others to have the experience that they had.

We never want to experience Criminal Exchange and we certainly would try to make sure no one we know does, either.

For the criminal, it is hard to stay in business, with no repeat business and lots of really bad press, they are usually out of business, at least in that area very soon.

The next level is “Unfair Exchange“. We have all experienced this (probably more than once) in our life. In an Unfair Exchange, we didn’t get what we agreed to. We paid all our money, but didn’t get all that we paid for.

The next level, the one that many think is ideal is “Fair Exchange“. We get what we paid for; every time. We know that we can depend on the other side to come through. This is often considered the highest level of exchange.

Here is the interesting thing. Our reaction to “Unfair” and “Fair” exchange is about the same!!

If we experience Unfair Exchange, about the most effort we will put forth is to make a minor change in ourselves. Maybe we’ll go to a store a little further away, or choose a different website. For some of us, we might even give that merchant another chance, thinking that maybe it was simply a mis-communication. If we experience unfair exchange a second time then we will absolutely stop exchanging with them. But beyond that– not much.

We won’t be telling people we pass on the street, we won’t point it out to our family unless the subject comes up and our opinion is asked for.  We won’t be making calls to our neighbors, we simply make a very minor adjustment.  Just a degree or two change in our course, really almost imperceptible.

Fair exchange motivates us just about as much.  If we get what we expect we MAY do business again. But it would take almost nothing to get us to exchange elsewhere.  A colorful ad in the mail, a discount coupon, just a feeling to try something new would be enough to make that same degree or two adjustment and the business relationship is lost. For practically no perceptible reason, the customer is now exchanging down the street.

In Levels of Exchange 2 and 3 (Unfair and Fair Exchange), many businesses survive and even prosper. It takes more marketing. You have to be constantly developing new customers to replace the old, but it can be done. That is why every Grocery Store in your neighborhood will send you advertisements. Because on any given day, you might just choose them. That is also why many businesses are so advertising heavy, to make up for the continuous loss of returning clients.

So, when we really analyze it, Fair Exchange — What some would think is the very PINNICLE of business– is really only marginally better than Unfair Exchange . If Criminal Exchange is at one end of the Exchange Line, both of these are just about in the middle of the line.

What is at the other end?

The 4th level of Exchange is “Exchange in Abundance“.

When you experience Exchange in Abundance, you know it. It is such a great experience!

You’ll remember it.  You’ll what to experience it often and you’ll even tell your friends and family because you want them to experience it. Exchange in Abundance is when you get more than you paid for, more than you expected at the end of the deal.  Many people are so thrown off by the experience they at first can’t believe it.  We’ve often heard “What’s the catch?” or “How can you afford to do that?”  For us, there is no ‘catch’ and we can’t afford not to do it.  It is our way of keeping our clients.  We have clients that have stayed with us for decades.  No, discount offer is going to move them.

If you experience Exchange in Abundance you’ll be an advocate for that company, you’ll do everything that you can to keep them in business, as much as you’d do to put a criminal out of business.  When you have a great experience, you want everyone, you care about– to know.  If it was a restaurant that was outstanding in their service and food, AND they gave you free dessert. . .  You are going to be going back, and you’ll be bringing friends.  It wouldn’t matter if the restaurant next door, hung out an All-You-Can-Eat sign.

We know the power of that kind of dedicated referral. We are still in business because of it.  Not only will you continue to do business with us, but so will your business associates.

If you are inspired to implement Exchange in Abundance in your business, it will only work for you if you know all the rules. Ask us, we’d love to discuss it with you.