Understanding the Buying Process of the Transactional, Consultative, and Strategic Alliance Buyer

  1. 8.4 Understand the buying process of the transactional, consultative, and strategic alliance buyer

The next step in understanding the customer’s buying process is to discuss three value creation-selling approaches that appeal to certain types of customers. In Chapter 1, we briefly introduced transactional selling, consultative selling, and strategic alliance selling. We will now discuss how to work effectively with each type of buyer.29

Transactional Process Buyer

Transactional buyers are well aware of their needs and usually know a great deal about the products or services they intend to purchase. In a true transactional sale, buyers will become ...

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