In this essay I will identify marketing issues insurance firms face when selling life insurance policies by reviewing; customer value, customers needs vs. wants, and long-term customer retention. Additionally, adverse impacts on exchange relationship will be identified in regards to marketing unwilling or hesitant customers. Moreover, suggestive methodology will be given throughout to help insurance firms effectively approach such an uncertain customer/firm exchange relationship. To gain a proper customer base, an insurance firm must first design the right marketing method.