ESCALATE SALES: BENEFITS OF AUTHENTICITY IN SALES TRANSACTIONS
In a previous blog, we discussed the key differences between transactional relationships and authentic connections in sales and marketing. The focus, purpose, and emotion behind each varies greatly, but what about the benefits of each? In this blog, we will dive into how combining transactional relationships with authentic connection can escalate sales and benefit a modern sales professional in their customer interactions.
1. Benefits of Transactional Relationships
a. Efficiency and Speed
i. Quick Transactions: Transactional relationships are often more efficient for quick, straightforward exchanges. Parties can focus on completing the transaction without the need for extensive background information or emotional involvement.
ii. Saving Time: Since the focus is on the specific task at hand, transactional relationships can save time for both parties involved.
b. Flexibility
i. Adaptability: Transactional relationships can be more adaptable to changing circumstances. Parties can engage in different transactions without a long-term commitment, allowing for flexibility in business or personal dealings.
2. Benefits of Authentic Connections
a. Trust and Loyalty
i. Building Trust: Authentic connections are built on trust and mutual understanding. Over time, this trust can lead to increased loyalty as individuals or businesses prefer to engage with those they trust.
ii. Long-Term Commitment: Authentic connections often result in long-term commitments and repeat interactions, contributing to sustained relationships.
b. Emotional Satisfaction
i. Fulfilling Emotional Needs: Authentic connections provide emotional satisfaction as individuals feel understood, valued, and supported. This emotional aspect can enhance overall well-being and satisfaction in the relationship.
ii. Shared Values: Authentic connections often involve shared values and a sense of common purpose, contributing to a more meaningful and fulfilling relationship.
It’s important to note that the benefits of each type of relationship may vary depending on the context and the goals of the parties involved, especially when it relates to increasing sales and developing marketing strategies. In many cases, a combination of both transactional and authentic elements can create a well-rounded approach to building and maintaining relationships with clients, vendors, suppliers, and partners.
A transactional relationship works great when you are buying a few items at the grocery story. When the clerk smiles at you and takes a moment to interact with you, the transaction becomes more enjoyable. You might even return and continue to buy from the store, but is this transactional relationship enough to secure your business for the long-term? It might be, especially if it includes an element of authentic connection.
When a sales professional is building an authentic connection with a customer, the transaction goes more smoothly and increases the likelihood of the customer returning when they have the need for additional products or services, simply because you took the time to connect with them on an emotional level and increased the chances of them placing their trust and loyalty in you.
We’ve covered the key differences and the benefits to transactional relationships and authentic connections in sales and marketing efforts, but the implementation can be a bit trickier. If the delivery isn’t authentic, attempting to forge a connection with a customer can backfire with devastating results. If you want to learn more about connecting authentically with customers to boost your success in sales, reach out to schedule a call to see if sales coaching and training is a good fit for you.
By: Rick Leslie – Sales Coach/Trainer, Consultant, Entrepreneur – A dynamic professional with 20+ years of experience leading sales operations, revenue growth, marketing, and customer success initiatives. Rick’s strategic growth plans, tactics and metrics align with recruiting, managing, training, and developing sales talent that delivers exponential revenue growth and profitability.
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