Previously, we have established an axiom that from a buyer/seller perspective as a starting place;
80% of the time - Men are Transactional, Women are Relational
We all know very transactional women and very relational men, however as we talk about gender in selling and creating a sales force that is ready for today's business approach, it is just easier to think:
- Men = Transactional
- Women = Relational
We also took a test to see if your sales tendencies are more oriented to being Transactional or Relational (If you haven't yet, see the "Related Links" section below to take the test and see for yourself).
Let’s now examine the sales process and look at the Transactional Sales Model and how Relational Sales people can improve their effectiveness.
Transactional Selling
Transactional selling has been around since the advent of Sales Training. It follows a Sequential Model and, quite frankly, it works very well when dealing with Transactional Buyers. The exact steps may vary, but the Transactional Model follows a series of steps which include:
- Open the call, keep rapport building to a minimum
- State your idea, be clear, brief and focused
- Describe the features, advantages and benefits of your product
- Handle objections/cose
The challenges arise when Relational Salespeople try to sell to Transactional Buyers. Let’s examine the potential pitfalls for Relational Sales people selling to Transactional Buyers:
| Step |
Goal |
Action |
| Opening the Call |
To establish credibility & trust in you and your company. |
- Keep rapport building to a minimum, your credibility and that of your company will play out in the Features, Advantages, Benefits portion of the call.
- You may inquire about areas of connection with the buyer, 'I see your children play soccer (looking at the picture of two children in soccer uniforms on the desk). While you can discuss his children you should not volunteer that your children play soccer as well (too much information!). If the buyer inquires then you may raise it but keep it brief.
|
| State your idea, be clear, brief and focused |
To state exactly why you are there |
- State very clearly up-front why you are there; 'I am here to discuss upgrading your current line of copiers to our newest model', 'I am here to gain your approval for our company on the RFP.' 'Last time I was in you identified wanting to increase your ROI on my product, is that still the case?'
- This is very hard for the Relational Salesperson as they (Relational Salespeople) are into partnering and developing long-term solutions. Realize that if you deliver on what I (the buyer needs) you will get my long-term business.
- You may ask some open ended questions, but the majority of questions will be closed ended 'yes or no questions', (again very hard for Relational Salespeople and counter to most sales training). These will quickly lead you down a path to validate the buyers concept.
|
| Describe the features, advantages and benefits of your product |
To fulfill a need the buyer has |
- This focuses the salesperson on the benefits of their choice.
- Sell with facts and data leading to a benefits statement (what the product will do for the customer). 'Our newest model runs at 98% efficiency, eliminating the need for back-up systems, this saves you $6,000 per month'.
- Again, ask closed ended. If you get a 'yes' go for the close! Many Relational Salespeople keep talking and miss signs that the buyer is ready to close.
|
| Handle Objections/Close |
To overcome any open issues |
- If you get a 'no' say, 'I understand that may be an issue, if we can resolve that one item are you ready to purchase'. The goal is to get all issues out at once and then handle them one at a time in a sequential manner. In Transactional Selling you are always looking to close.
- Restate all of the issues raised above, 'If we can resolve delivery date, terms and a service guarantee, are you ready to purchase'.
- Also realize that to Transactional Buyers 'No Doesn't Mean No', it means give me something else, (another solution, a better price, etc). This is much more about the negotiation. If this happens, go back to the sequential model above and state, 'I understand that may be an issue, if we can resolve that one item, are you ready to purchase?' Continue this until you have reached an agreement.
|
Finally, realize when selling to transactional buyers, you will need to repeat this sequence in all subsequent calls. Relational Salespeople believe that having made one sale, they now have a 'life-long' customer. That is not how transactional buyers work. You are their best friend until someone better comes along.
(This is the third in a series of articles on Sales Force Readiness and Gender Differences).
Jeff Halter,
Jeffery is author of the book Selling to Men, Selling to Women. A featured keynote speaker, his work regarding gender differences in the sales process and book were recently quoted in Tom Peter’s new work Xellence Always. He has been a contributing writer to the Tom Peters Times and PINK Magazine. A passionate advocate in the development of women in leadership he currently sits on the national advisory Committee's for Women’s Food Service Forum (Executive Programming), Network of Executive Women (Multicultural Competency) and Simmons Business School’s Business Advisory Board.
