The difference between making a sale and facilitating a business transaction.

When it comes to business, specifically sales in general, many of us get lost in the transaction. What I mean here is, a transaction differs vastly than making a sale or when influence is used to close a deal.

For instance: A customer walks into Walmart and decides to buy a TV. In this case, the customer already knows the brand/size he wants and proceeds to the checkout counter. Walmart may have put the item on “sale”, but this is known as a transaction.

The next customer walks into Best Buy looking for a TV, and decides to ask for help. The sales rep in turn goes through the selection of available TV’s, while using his influence to persuade the customer, in hopes of getting a decision. The “sale” happened when the customer walked out with a bigger and better TV than initially planned. In this case, the sales rep was not just “taking an order”, or facilitating a transaction.

This is where most salespeople get it wrong. It sounds simple, but to be an effective salesperson, one must know how to “sell”. Taking orders may be part of the job, but it’s not all of it. We see it in the flooring world all the time. Example: A territory manager gives away a display to the retailer, hoping for an eventual order. In this case, the dealer takes the display and sets it up in their showroom, mainly because it was free. At this point, the only leverage the sales rep has is his relationship with the dealer. The problem is, the competition has the same relationship and they also have free displays. Now what? At this point, the rep is left hoping their product is chosen. See what I am getting at here? The sales process gets lost in the transaction. 

Why is this important? If you are a sales professional, and you are looking to grow your territory/income, you must “sell” more often. The object is to close the deal by using knowledge, confidence, and persuasion. A little passion helps too. Although making a sale differs from facilitating a transaction, it is important to understand the difference. For this reason, the more you “sell”, or deals you close, the more transactions you can process.  

Lastly, if you want to “sell” more, focus on your attitude and how you approach the customer. Moreover, you should always craft your approach to the customers needs/wants. Remember, being in sales is a lifestyle, and your “style” counts.