What’s The Difference Between Transactional and Relational Marketing?
Let’s say you’re creating a marketing plan to sell garden hoses. Your marketing strategies and sales tactics are straightforward transactions. When you sell a product, your customer shops for price and options- length, thickness, type of material, etc.
There is little or no emotional involvement in the sale. The sale is a direct transaction using traditional sales techniques.
However, if you provide personal or professional services such as financial planning, tutoring, or any type of consulting, your marketing and sales tactics are relational, not transactional. Relational selling requires you to make a connection with potential clients or customer prior to making the sale. Relational selling is value driven, not price driven. You must assure potential clients or customers they are receiving a high-quality service delivered by a knowledgeable professional. In a relational model, there is emotional involvement in the sales process. Chances are that when you consider buying a garden hose is sales process is not an emotionally-charged experience,
Think about the following:
- Do my marketing and sales efforts require transactional or relational strategies?
- If I’m marketing a professional service, what is the one key message I want my potential client to know?
- If I’m selling a product, what are the one or two most important features and benefits of my product?
Keep in mind that marketing professional services is all about building and maintaining relationships with your clients and customers.
For more information about relationship and referral-based marketing, click HERE.