You\u2019ve probably heard the discussion on transactional versus relational buyers. Transactional buyers are mainly concerned with price, with acquiring what they need and getting on with their lives. Relational buyers are concerned about relationships. Price is not as important to them. They are more likely to become long-term customers.<\/p>\n
Which brings us to the discussion of how we sell to our clients. Are you a transactional or a relational seller?<\/p>\n
Let\u2019s explore the difference.<\/p>\n
In transactional selling, the focus is on the product. It forces the buyer to make the connection between their needs and what we are selling. Often, they can\u2019t do this because what we offer them doesn\u2019t fit their needs exactly.<\/p>\n
Selling packages falls under transactional selling. The price is usually small, schedules are for a short time (I\u2019ve rarely found a package longer than 3 months). As a transactional seller, you might present this way:<\/p>\n
\u201cWe have this new package out\u2026 It\u2019s only $99, $150, $250. I thought you might like it.\u201d<\/p>\n
\u201cThis package has the cheapest rates of the year. But you have to do it today.\u201d<\/p>\n
\u201cI know you want to support the team, community, etc.\u201d<\/p>\n
\u201cWe have these Holiday greetings. It\u2019s only $99.\u201d<\/p>\n
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Sound familiar? While I realize we do need some packages, especially if we are selling sponsorships to something, but I encounter the \u201cpackage du jour\u201d weekly. I call this \u201cselling a \u2018thing.’\u201d The \u201cthing\u201d is the package. Because most transactional sellers haven\u2019t progressed to selling a concept, they sell the \u201cthing.\u201d<\/p>\n
Relational sellers focus on the product needs and personal needs of their buyers. They fit their offering to those needs. They present what the client needs to buy, not what they need to sell. They tailor the campaign to the specific goals of the buyer. They understand the buyer\u2019s needs and goals because they discovered them by doing a detailed customer needs analysis. They spend more time developing the relationship with the buyer and understanding how that client\u2019s business works. The upfront time is longer: the payoff is bigger.<\/p>\n
Today most of us sell radio, digital, outdoor, print. Successful salespeople sell campaigns, not a few \u201cspots\u201d.<\/p>\n
Here\u2019s the point: 60% of dollars involved in selling are sold in the consultant (relational) posture.<\/p>\n
What type of seller do you want to be in 2023?<\/p>\n
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