Is Transactional Sales Dead?

It’s undeniable that there is something seriously wrong with the traditional transactional sales model. Think of it as your washing machine. It used to be so reliable, but lately, it’s been breaking down so often that it’s starting to cost you more money (and time) than it’s worth. Maybe for a little while, you’ll keep throwing money at the problem, but there comes a point where you’re just wasting your time.

Of course, we’re not really talking about appliances here; we’re talking about your career. You know you’re wasting time and leaving money on the table, but you may not be sure exactly what to do next. A lot has been written about changing, even reinventing transactional sales, but the truth is that it just doesn’t work. Deep down, you already know it, but change is hard. Otherwise, why would we still:

• Waste time with sales presentations, when we all know that they hardly ever work?
• Stick to outmoded ideas like “closed” or “open” questions when the whole theory behind it is so flawed?
• Use a benefit-based sales model when we know that it’s almost entirely ineffective?
• Spend so much time worrying about how to handle objections - the very objections that this outmoded transactional sales model create?
• Obsess on closing the deal when we know that’s not how to get the results we want?

A lot of business owners understand that they have a very real need for a sales process. At the same time, they’re not sales professionals and most of these people aren’t comfortable with transactional sales to begin with. They understand that selling is about building relationships, but they often don’t have any idea where to go from there.

They’ve got a grasp on what sales should be, but they’re going about it the wrong way. Far too many salespeople are sticking to the tired old transactional model and only giving lip service to the importance of relationships – and this is hardly a winning approach.

These salespeople feign interest in what their customers want, but they stick to their guns: giving the presentation, selling the benefits and focusing on overcoming objections. They’re trying to make the situation fit their approach, which is exactly the opposite of what they need to do.

So what are the elements of a truly successful sales model? It’s simpler than you think:

• The focus needs to be on the customer’s needs, not the salesperson’s.
• The transaction isn’t the number one goal, the relationship is.
• Don’t worry about the result, focus on the process and the result will follow.

When you can master this approach, you’ll be able to sell naturally, almost without trying to and you’ll be able to put your old sales model where it belongs – behind you. Salespeople don’t have to know everything; they just have to ask the right questions.

Sales management is almost like a form of therapy for both customer and salesperson. It’s quite a change from the adversarial model of transactional sales; it’s an entirely new paradigm where both parties benefit from the relationship, no matter what the result.

Gregg Swanson is a sales performance consultant and business coach and has authored several books and numerous articles on peak performance and creator of “Sales Strong.” Gregg specializes helping sales professionals develop mental strength for optimum sales performance.  You can pick-up your complementary report, “The Most Critical Step in Sales” by going HERE.