Thursday, January 21, 2016

Classification of Sales Approaches

As an observer of sales people, I have come to classify the sales approach into three large categories.
1.  Relational Sales
2.  Transactional Sales
3.  Route Sales

My intention is to give the definitions in this post and go into depth in future posts.
Although I tend to favor relational sales, there is a time and place for each type.
A relational salesperson puts the relationship above capturing the order.  If the product doesn't fit the customer, the relational salesperson will tell the customer that the product won't fit his needs and lose the sale.  Sales managers don't tend to like this type.  My brother was the finest personal example of relational salesperson.  When he died, tragically, in 2004, hundreds of people traveled hundreds of miles to his funeral.  He was all about relationships and his sales were spectacular.
A transactional salesperson is all about getting the order.  This is the aggressive "closer" that books are written about.  For the transactional salesperson, making money and pleasing bosses is primary. The attitude of the transactional salesperson is: "I'll never see this customer again, so I need to make this sale and go on".  A good analogy is the automotive assembly line.  Phrases like "sales is a numbers game" is common among transactional types.
A route salesperson is a person with established customers who buy specific products and they need and want to be seen on a regular basis.  If it's the first Tuesday of the month, the route salesperson is at ABC, Inc.  Every first Tuesday of every month. Examples of route sales types are SnapOn or Matco tools sales people.  Many salespeople fall into the route salesperson trap.
More later.

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