Transactional vs Sustainable

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“The whole is greater than the sum of its parts…”

–     Aristotle (384 – 322 BC), Greek philosopher

In professional selling, solution selling is sustainable, transactional selling is tenuous.

Of course there are places where transactional selling still works — the floor of the exchange and the auction house to name a couple.

If professional selling however, the whole must equal more than the sum of its parts.

Professional solution selling involves the solving of problems.  It involves understanding the “why” behind the “what,” and it involves the concept that even after the currency changes hands, the value still needs to flow both ways.

If what we’re selling is a one-and-done, “off we go, our separate ways” engagement, that’s transactional.

If what we’re selling means that how the buyer feels about it matters, and our ongoing success depends on seeing that buyer again, and seeing that buyers counterparts again, we need to find a way for the buyer to genuinely believe that thing we sell to be more than just that thing that we sell.

 


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