I’m a consultative salesperson with a confession to make: For years I thought my line of selling was somehow a notch above the world of transactional selling. It was more complicated. More challenging. It required more skill and technique and intelligence. Shame on me.
To all you exceptional transactional sellers, I apologize. I realize I can learn from you. I’ve been observing and learning how the best transactional sellers get it done. And I’m blown away.
First, a quick definition. By consultative selling I mean the type of selling that usually takes more than one call to close and often requires calling on more than one stakeholder.
By transactional selling I mean the type of selling that often takes only one call to close and where only one stakeholder is involved. I realize both of these are very simplistic but nonetheless directionally suitable for this column.
Here are 4 things I’ve been learning about exceptional transactional salespeople:
- They make a connection. Excellent transactional sellers get it that the emotional drive leads the logical drive. So they make it a priority to connect with that emotion. Often they only get one chance right, in a one-call sale? Unless they’re laser focused on looking for that connection they’ll likely miss it and maybe lose a sale. An excellent book on this is by John Maxwell, Everyone Communicates Few Connect.
- They make you feel like you’re the only thing that matters right now. Think of how easy it is to be distracted by your over booked calendar and pressure to perform. It’s hard to fake this ‘you matter’ thing. Think of when someone sold to you and you felt his or her total attention on you. When it happens it’s special.
- They create a path to purchase. Transactional sellers need to make a living too. What impresses me about the exceptional ones is how they respect my buying process but still keep the sale moving. Their call strategies seem designed to put the customer buying process milestones in front of the customer and then let the customer decide if and when she’s ready to proceed.
- They give me control. With exceptional transactional sellers I never feel like I’m being railroaded or backed into a features-benefit corner. They seem to have intuitive pacing around how I want to buy. This is the ultimate show of respect. Wow, what a way to build credibility.
So go out there today and make your next sales call really count – for your customer. If you succeed, it will really count too for you.
As always, I wish you the best success, and good selling.