Transacting or creating real value as a sales and marketing strategy?
Recently, I have been bombarded with ‘push’ marketing emails from some people who have obviously attended a seminar on ‘building and converting lists’ as their main sales and marketing strategy. They are not talking with me, they are simply shouting AT me. It makes me wonder how little time have they really put in to deciding that I am the sort of personthat they can flog to me and charge me for. It reminds me that there is a transactional approach – or a ‘bigger game’ approach – of dealing with your customers: 1. The transaction model. In this model, the organisation has something specific to sell. They go out and find customers that may want to buy it. They trade – or more precisely, they transact. Only the act of exchange brings value to both parties and the customer only serves as a recipient of the good or service for the
