Transactional Relationships |
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The Challenge There are two types of transactional relationships:
Intrinsic value customers (those for whom value is intrinsic to the product itself), whether large or small, don’t receive value from the selling effort. Because they already understand the product and how it fits their needs—and because they have no special requirements for advice or customisation—the greatest value for them comes from a selling strategy that involves low selling cost and easy acquisition. They see the product or service as a commodity that is readily substitutable by competitive offerings. In today’s market, technological advances are pushing more sales into the transactional category, and it is becoming harder and harder to maintain true product differences. Technology increases innovation potential, but it also greatly shortens the time it takes to copy a competitor’s product. Twenty years ago, it was common for complex innovative products to have as much as a two-year lead time before competitors were able to bring me-too versions to market. Today it’s not uncommon for the look-alike versions to be out in the marketplace in a matter of weeks. How Huthwaite Can Help Huthwaite’s expertise, developed during 35 years of research and experience, is in helping you to deliver value before the transaction is made. We have discovered that value in the modern selling environment is created in the selling process itself—that is, you create value by how you sell rather than what you sell. There are two ways by which you can distinguish yourself in the arena of consultative selling. We call them Client Insight Creators:
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