B2B transactional sales and B2B consultative sales

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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, given that the steps require more experimentation , analysis and evaluation .

The variables that make up this reason-emotion mexico email list 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 .