<span>A buyer who needs a significant amount of trust with the seller is looking for an affiliative selling relationships.
When trust is an issue, a buyer and seller may join an affiliative selling relationship. By joining in on an affiliative selling relationship both parities are able to be judged if the wrong decision is made. Customers trust both parties and the parties typically are able to build trusting relationships because they wouldn't want to jeopardize their own. </span>
