Transactional sales

## What is transactional selling? Transactional sales is a model focused on reducing costs and increasing the comfort of making a purchase. This model is based on the understanding that the customer already has a ready-made solution - they have a good understanding of the product and know exactly what they want to buy. In transactional sales, all selection criteria are "hard", i.e. easily measurable. Price, speed of delivery and convenience of the purchase process are important to the customer. In this case, the role of salespeople becomes minimal - they act as an unnecessary link in the sales process. The main strategy in this model is aimed at automating the sales process and reducing operational costs. In contrast to consultative sales, where a great value of the product is created due to expert knowledge, in the transactional model the main thing is to make the buying process as fast and convenient for the client as possible. ## Features of transactional sales The first important feature of transactional sales is the **simplicity of the product**. We are talking about standard "boxed" solutions, such as operating systems, antivirus, office applications, or basic cloud services like virtual PBX and ip-telephony. **The short **transaction**cycle **acts as a second characteristic. It can take from one hour to three months from the first contact to the finalization of the purchase. This is due to the fact that simple products do not require a long study and evaluation before a decision is made. **Few participants in the transaction is **another characteristic of such sales. On the customer side, there are usually one or two people involved. If there are two, one collects information and the other makes the final decision based on the data collected. When working with cloud services or regular purchases, the process often shifts to an automatic subscription format with payment through a personal account. **The small** transaction**value** determines many other characteristics of transactional sales. Usually the amount varies from a few thousand to five hundred thousand rubles, rarely exceeding a million. It is the low price that allows you to reduce the number of participants in the transaction and accelerate the decision-making process. **A large number of customers **becomes the final feature. Transactional sales are focused on the segment of small and medium-sized businesses, where the count of potential customers goes into the thousands. In working with such a large number of customers, the main thing is to reduce service costs. For this purpose, remote sales channels and automation of customer interaction processes are used. Such sales are aimed at a wide range of customers. There is no individual approach here - all customers are equally important and receive the same level of service. Companies that engage in transactional sales try to make the purchase as convenient as possible. They open stores in different locations, create websites for online orders, offer delivery - everything to make it easy and simple to buy goods. ## Relationship to other types of sales In the B2B segment, all sales fall into two categories: transactional (simple) and [consultative]()[(complex]()). The differences between them are especially noticeable in the example of IT product sales. Complex sales involve multi-component products - from classic hardware and software systems to digital platforms integrated into ecosystems. Such deals last from three to nine months, involve dozens of specialists from different departments, and the value of contracts is measured from several to hundreds of millions of rubles. An example for complex sales is demonstrated by [SimpleOne B2B CRM](). Corporate B2B solutions, such as CRM-system, require serious elaboration at every stage - from analyzing customer needs to implementation and staff training. Expertise and deep understanding of the client's business processes are important here. Transactional sales, on the contrary, work with "boxed" products - operating systems, antivirus, simple cloud services like virtual PBXs. The whole process from the first contact to closing the deal takes from an hour to three months. One or two people from the customer's side are involved in the decision-making process, and the cost rarely exceeds five hundred thousand rubles. These differences radically affect the specifics of organizing work with customers, making the processes directly opposite. Attempts to apply transactional sales approaches to project sales often lead to unfortunate consequences for the business.