The definition and importance of marketing strategy are essentially tied to generating sales. It’s quite common for businesses to focus on servicing repeat customers rather than acquiring new ones. On the other hand, many businesses use expertise and sales skills to generate huge revenue from a large number of one-time customers. The idea, in either case, is the same—generating sales regardless of customer loyalty or repetition.
Since the objective of any business is to increase sales and maximize profits, their strategy development process heavily focuses on employing different and effective sales techniques to achieve the same. One such technique is the push marketing tactic and it’s fundamental for understanding marketing transaction meaning. It’s an approach used by organizations to target a large group of people in their pursuit of achieving substantial sales and is considered a highly effective tactic for businesses in the initial stage.
We’ll discuss transaction marketing meaning, the strategies, advantages, disadvantages and some examples of transaction marketing here. Read on.
What Is Transaction Marketing?
Transaction marketing is a strategy in marketing that primarily targets closing a sale or transaction. It can also be considered a business model that functions on single or one-time sale transactions. The core focus is to maximize sales volume rather than develop and maintain long-term customer relationships.
The strategy follows four marketing elements:
The product must satisfy the needs of the customer.
The price must be profitable for the business and affordable for the customer.
To overcome sales barriers, efficient and proper distribution channels must be chosen.
The business must ensure maximum exposure and visibility for the product to attract customer attention.
This marketing strategy appropriately mixes marketing variables to make transactions easier.
Strategies Of Transaction Marketing
Transaction marketing uses several strategies to maximize sales. Some of them are:
It’s a strategy where sellers recommend expensive and premium alternatives. They maximize purchase value by encouraging customers to spend more.
Encouraging customers to spend on products related to the ones they bought is known as cross-selling.
This strategy involves clubbing together complementary products or services at premium prices to attract customers.
Volume or bulk discounts
Sellers introduce enticing offers and discounts to buyers who buy large quantities.
Sellers offer short-term, attractive initiatives to customers with the aim of stimulating demand and boosting sales.
Point of sale promotion (POS)
Some businesses promote and organize special products or offers at the point of sale, near or around cash counters or checkout. This product or offer may or may not be complementary to the original item.
Transaction marketing is a marketing strategy traditionally used by organizations to deal with generic services or product lines.
Advantages Of Transaction Marketing
Let’s look at some of the advantages of transaction marketing:
- It’s a cost-effective strategy to build a sales model since it doesn’t focus on brand image and the promotional costs are low
- Maintaining an inventory of unsold products with a limited shelf life is futile and can incur heavy losses. Promotions, end-year sales and massive discounts can help offload the inventory and even generate profit
- Since the aim is to make maximum sales in a single transaction, non-repeating customers don’t hurt the business. On the contrary, a premium product may help retain customers, which is a bonus
- A well-thought-out strategy can generate huge volumes of sales and revenues, even though products are sold at lower profit margins
Transaction marketing examples show us that although the strategy mainly focuses on acquiring short-term revenues, it can also yield long-term profits.
Disadvantages Of Transaction Marketing
Here are some of the disadvantages of transaction marketing:
- There is a lack of connection with the customer, which fails to ensure brand loyalty and customer retention
- Since the focus is on short-term demand, businesses do little to innovate, research and develop
- It’s a reactive strategy. Businesses are compelled to react after changes have taken place, which never gives them a leading market position
A reactive strategy focused on one-time sales is especially vulnerable if competitors undercut pricing in the future.
Transaction Marketing Examples
Let’s look at some transaction marketing examples:
When buying a car, the salesperson always tries to convince the customer to install add-ons such as a music system, leather seat covers or fog lights. Similarly, insurance agents explain the benefits of schemes over the phone and can close deals in a matter of minutes or hours.
Quality Value Convenience
The story of QVC can tell a compelling story of effective transaction marketing. They offered in-home shopping experiences to their customers through the television. Their salespersons introduced new products with demos to attract buyers without ever interacting with any customer. They still generated huge sales through schemes and discounts that flashed on television screens.
With the rapid rise of technology in a dynamic business environment, managers have to be tactically sound to deal with push marketing tactics. They have to build and nurture networks of mutually beneficial relationships.
With that in mind, Harappa brings the Build A Network pathway, which is designed to instill the awareness and willingness required to meet the needs of internal and external customers. Explore how to expand your presence, inspire trust and create enduring and mutually beneficial relationships for a lifetime. Practice self-regulation, nurture your connections and audit your network. Sign up today!