Most people go to work in the morning and then spend their first few hours in the office going through the many daily emails, updates, and phone calls that fill their inboxes. This is transactional marketing. It takes us out of the natural flow of life, and it is the only way we will ever get the information we need. I can’t think of a more important way that marketers can be wrong, and it is the reason why they are so successful.
Transactional marketing is marketing that is done in a very unnatural way. Most people use marketing on a daily basis, and most of them will ignore it (or be so busy with other things that they can’t see it) because it is just too exhausting. And it’s not just the marketers that are wrong, its the retailers, and the government, and anyone who spends any time, even once, to read emails and news sources.
If you can’t see that transactional marketing is wrong, you arent really marketing. If you arent marketing, you arent being sold anything, and thats the very definition of marketing. If you spend a lot of time on transactional marketing, you are probably not marketing. And if you arent marketing, you arent being sold anything.
What does that mean? And if you arent marketing, then I bet you don’t know what you are doing.
The answer is that you know what you are doing.
But transactional marketing is not a bad thing. It can be great for generating leads, but it can create some bad habits. When you are in the middle of a transaction, you know that the other party’s mind is focused on you. You are in the middle of it, and you know that you are supposed to do what that party wants you to do. If you are not selling, you arent getting anything.
Transactional marketing is marketing that follows the old rule of “you dont get paid until you sell.” When you are negotiating the price for a service, you are focused on the other person. You are selling the idea of taking the other person to lunch. The other person is not focused on you. You are selling the idea that getting what you want from this transaction, you will get what you want from this transaction, because this is what you are selling.
I have a couple of personal experience that I have. I was going to a business school, but I was told I could take one call a day for a few hours. I was told not to do that. I did it, and I have done it for the last five years.
I have heard from a lot of people who want to do this. I have heard from people who were doing it for a while. I have heard people tell me I should just do it. But I have heard from people who have wanted to do it for a while, but then got in over their heads. I have heard a lot of people talk about the fact that it is a great way for businesses to get new customers because it is transactional marketing.
Businesses should market to people who will buy. This does not mean that they should always be on the lookout for, “Do you need to get your car fixed?” or “Do you need a new computer?” or “Do you need a new shirt?”. This does mean that these are things that will help them with either getting new customers or keeping the old customers.