B2B Transactional Sales | 3 indicators that make it possible

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In a previous article we talked about B2B consultative selling and how we recommend focusing your sales action. However, there is another sales context in which consultative selling is not so useful , although it is not advisable to ignore good practices that are applicable to both. Here we will see when it is not convenient to execute a consultative sales sales process . Let's start by remembering and differentiating the 2 types of sales actions we are talking about.
Difference between B2B transactional sales and B2B consultative sales

B2B transactional sales .

B2B transactional sales action is recommended when the context for the purchase decision requires less participation of our rational brain (neocortex).

Every purchase decision contains 3 steps; discovery of the option, evaluation of the option and decision for the option.

The greater the rationality required, the less likely transactional behavior, gmx email list given that the steps require more experimentation , analysis and evaluation .
The variables that make up this reason-emotion balance are varied and also not always the same in all sales actions.
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If we speak in general terms, these 3 main ones always intervene in one way or another:
Knowledge: the greater the understanding of the option, the less need to experience its convenience (advantages/benefits of acquiring it).

Impact: the lower the impact of the option on normal operations, the less need to analyse its suitability (impact of the acquisition).

Economy: the greater the impact on the current economy (let's not confuse it with price) the greater the need to assess its convenience (cost of acquisition).
If in the context of the sale we already have a lot of knowledge of the product/service, with little impact from its acquisition and with a low outlay, then we have the right context to activate a B2B transactional sales action .