Transactional tactics are killing your relational sales

Transactional tactics are killing your relational sales - David DeWolf

There are two types of sales: transactional and relational. The tactics that work on one do NOT work on the other.

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Transactional sales are driven by great copy, a clear value proposition, and a good deal. They are accelerated if you can create urgency and the perception of value. Time’s running out. The price goes up on Tuesday. I don’t want to miss that deal!

Pencils and groceries are transactional sales.

The digital economy has brought about a new wave of transactional sales folk. More and more folks are learning transactional selling techniques to sell their eBooks, videos, and other information products. While these products require credibility and a stronger value proposition than a commodity like a pencil, they are still transactional sales.

Relational sales are rooted in trust. Many transactional techniques erode the trust.

Recently I witnessed as an expert in transactional marketing attempted to move into relational sales. It was an utter disaster. He offended several prospects, soiled his reputation, and came across as a snake oil salesman. His transactional tactics simply didn’t transfer.

People can’t be cajoled into a relational sale. It takes time, a genuine relationship, and trust.