Traditional vs Relational Selling

In the 1900’s, the main type of selling was known as “Traditional selling.” This type of selling consisted of four phases, forming a pyramid. These four phases included telling, qualifying, presenting features, and a hard close. The reason it formed a pyramid is because the first phase is meant to take about 10% of the time, the second phase 20%, the third phase 30% and finally the last phase taking up 40% of the sales pitch. In the pitch, the salesman is focused on the product. They first tell them about the product, then attempt to qualify the product and why they should buy it. Then they present the features and what make the product unique. Lastly they attempt to sell the product with a hard close.

In contrast, there is a new model for selling called the relational model. This model makes the shape of an upside down pyramid. The model start with building trust, making up 40% of the sales pitch. This is the most important part of the model because it is essential to build a relationship with the customer and gain their trust. The second phase is asking questions and listening, making up 30% of the pitch. This is also important because learning the customers needs and preferences helps sell them the right product. Third comes selling the benefits (20%). This is different from listing the features because it shows the customer how the product is going to personally help them, rather than just explaining what makes the product unique. Lastly, Reassure and close making up only 10% of the pitch. This is because if every other step is done correctly, it should be easy to close and seal the deal.

While both models are still used today, the relational model seems to be much more popular and successful. In addition it makes the customer feel comfortable when buying, which turns them into lifelong customers, rather than one time buyers.