Difference between B2B transactional sales and B2B consultative sales
B2B transactional sales .
B2B transactional sales action is recommended when the context for the purchase decision requires less participation of our rational brain (neocortex).
Every purchase decision contains 3 steps; discovery of the option, evaluation of the option and decision for the option.
The greater the rationality required, the less likely transactional behavior, given that the steps require more experimentation , analysis and evaluation .
The variables that make up this reason-emotion balance are varied and also not always the same in all sales actions.
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If we speak in general terms, these 3 main ones always intervene in one way or another:
Knowledge: the greater the understanding of the option, the less need to experience its convenience (advantages/benefits of acquiring it).
Impact: the lower the impact of the option on normal operations, the less need to analyse its suitability (impact of the acquisition).
Economy: the greater the impact on the current economy (let's not confuse it with price) the greater the need to assess its convenience (cost of acquisition).
If in the context of the sale we already have a lot of knowledge of the product/service, with little impact from its acquisition and with a low outlay, then we have the right context to activate a B2B transactional sales action .
Otherwise, we must work on these variables in a direction that favors that your consultative sales action can turn towards a B2B transactional sale. For example; maximizing the knowledge of the option, minimizes the impact of its acquisition and/or adapts its price somewhat.
Any of these lines of work in a company with this decision context, will favor the success in the implementation of a B2B transactional sales action .
In B2B transactional sales, the advisory role of the seller is limited, it may even be nonexistent . Therefore, the objective is to close the sale in the short term, as quickly and efficiently as possible since knowledge, impact and price do not require excessive time to increase experience, analysis or assessment.
This B2B transactional sales approach is used in all gambling data singapore sectors without exception , strategically differentiating which products/services can be implemented because they meet these required variables and which ones cannot.
In most cases, the same company has products/services with B2B transactional sales actions and others with B2B consultative sales actions .
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B2B consultative sales .
On the contrary, consultative B2B sales action is recommended when the context for the purchase decision requires a greater participation of our rational brain (neocortex). Consultative B2B sales requires knowing the level of experience, analysis and assessment that our interlocutor has and needs to have. This is necessary because in this sales action we have to provide the difference between them. The role of advisor is used and this must gain the trust of the interlocutor (if they do not feel you as such, you will not get the trust or the sale). This is where it is said that it is necessary to know our interlocutor in depth. What difference in the level of knowledge, analysis and assessment he has is what he needs to decide in favor of what I have and that solves the problem that he recognizes having? And this can only be achieved by correctly answering these questions:
B2B_Consultative_Sales_Cover
What is your real problem?
What do I have that solves it?
What level of knowledge do you have and therefore what should I provide?
How complex is the analysis going to be and therefore what should I provide?
What variables are included in your assessment and therefore how should I approach them?
In this sales action, the skills of the sales team are particularly important . They must adapt to each interlocutor. There is no single way to facilitate progress along the 3 steps needed to make a decision in your favour (experience, analysis and assessment); you have to find the best way for each one.
3 advantages of B2B transactional sales:
01. The unit effort is lower and demand coverage is greater.
The sales team that practices B2B transactional selling spends less energy facilitating progress through the 3 steps of the decision process, since the rational requirement is lower.
By devoting less effort to each interlocutor, the sales team can support a greater number of interlocutors throughout the 3 steps.
02. The loss of sales opportunities is lower and the number of operations is higher.
In B2B transactional sales, the sales team spends less time obtaining the information they need, asking, listening, analyzing and contributing to facilitate progress throughout the 3 steps of the decision process, since the rational requirement is lower.
By spending less time with each interlocutor, the sales team is able to take advantage of a greater number of opportunities in the same period of time.
03. The need for manual tasks is less and the possibility of sales automation is greater.
Today's sales team can automate many of the B2B transactional sales tasks that are traditionally done manually, thus consuming a greater amount of their time.
By automating tasks with little added value, the sales team focuses on achieving the result rather than on preparing each time what they need to facilitate the decision-making process of their interlocutor.
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Some automation techniques in the B2B transactional sales process
There are many tasks that today, thanks to technology, are automated.
Their level of customization, based on the commercial process you have, is practically absolute.
Some examples in a general commercial process are:
- Showing the different product catalogs and ranges from a single mobile device without having to carry printed catalogs .
Customized Catalogs
- Show different personalized prices for each customer, product and different purchase quantity without the need for consultations and waiting .
- Place an order instantly, sending it to the ERP for rapid preparation in the warehouse, without the need for eMails or manual recordings in the system .
- Show personalized promotions with the particular conditions already applied, without the need to perform additional opportunistic calculations .
Advanced Promotions
- Suggest related and/or cross-selling products by practicing cross-selling, which increases orders without having to think about them each time .
- Locate products by filtering by attributes, identifying characteristics that adapt to the interlocutor without having to search in different sheets.
- Make a replenishment order by duplicating an existing order without having to waste time repeating it from scratch and without the risk of forgetting something.
- Make the order knowing the actual existing stock without the need to change units later due to absence or impossibility of serving it .
- Show all multimedia content or documents of a product from the same mobile device without having to use a computer as well .
- …
But in reality there are many more that you, in your specific commercial action, can also automate.
Look here, you have many more.
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Today's digital tools for your B2B transactional sales
To practice the most appropriate sales approach for your products or services, you must have a qualified sales force.
You must also provide them with a tool that allows them to execute the sales process you have decided on effectively.
With what we have seen here, you can now answer the following question:
Do you want to bring your consultative B2B sales for that product/service closer to a more transactional B2B sale?
If the answer is yes, you have already taken the first step.
These new transactional sales that you generate can be managed by other areas of the company that are in contact with the client; customer service, technical support... you just have to organize the teams with the digital tool that allows them to execute it quickly and easily.
In this way, your sales team is focused on the most profitable products and with a more consultative approach, managing to maximize the result in your commercial structure.
Today there are already different technological options on the market, we want to introduce you to one of them so that you can get a first idea from here:
App on Tablets for sales teams in B2B face-to-face sales
B2B Sales Funnel The 6 Necessary Steps 2
B2B eCommerce for remote B2B sales teams
Test_01
B2C eCommerce for sales to individuals
eVideo Commerce for B2B sales with the entire process in a video
With all of them, your B2B transactional sale becomes a reality. They are designed for this.
More than 300 companies in more than 100 countries already use them.
