Why Salespeople Tend to Be Transactional vs. Relationship-Oriented in Online Customer Interactions

Why Salespeople Tend to Be Transactional vs. Relationship-Oriented in Online Customer Interactions

In today’s digital landscape, customers increasingly turn to the internet to research and initiate purchases. However, salespeople often treat these online inquiries as transactional rather than relationship-building opportunities. Why does this happen, and how can sales professionals break the cycle to create better customer experiences and close more deals?

Why Salespeople See Online Inquiries as a Waste of Time

Many salespeople perceive online inquiries as unproductive because they often do not result in immediate sales. Instead of engaging in meaningful conversations, they default to quick responses that focus on price rather than value. This transactional mindset stems from a few key factors:

• Perceived Low Commitment – Salespeople assume that online shoppers are just “kicking the tires” rather than being serious buyers.
• High Inquiry Volume, Low Conversion – Many online leads never follow through, making it feel like wasted effort.
• Impatience for In-Person Engagement – Some salespeople believe real selling happens face-to-face, so they prioritize showroom visits over digital interactions.

How Customers Trigger This Response

Customers unknowingly contribute to this behavior in the way they initiate conversations. Their approach often puts salespeople on the defensive, leading to transactional interactions:

• Price-First Mentality – Many customers start by asking about price rather than discussing their needs, making the salesperson feel like a price-checking tool rather than a trusted advisor.
• Guarded Communication – Customers often assume the process will be frustrating, so they keep their distance and avoid providing too much information.
• Unclear Intentions – Many customers don’t specify whether they are in research mode or ready to buy, leaving salespeople unsure how to proceed.

This creates a cycle where the customer feels ignored or undervalued, leading them to ghost the salesperson. In turn, the salesperson becomes frustrated, reinforcing their belief that online inquiries are a waste of time.

Breaking the Cycle: How Salespeople Can Win Online Customers

To prevent this recurring issue, salespeople must shift from a transactional mindset to a relationship-driven approach, regardless of how the customer initiates the conversation. Here’s how:

1. Acknowledge the Customer’s Concerns & Repeat Their Question

Customers often assume getting information will be difficult. By repeating their question back to them, salespeople reassure customers that they are listening and understand their needs. For example:

• Customer: "What’s the best price"
• Salesperson: "I can definitely work with you on getting the best deal, but first, let’s make sure this is the perfect one, Im going to send you a walk around video to ensure this would be one your interested in. Do prefer to get that in a text or Email?"

This ensures the conversation moves forward while subtly gathering more details.

2. Always End with a Question

Ending responses with a question keeps the dialogue open and prevents the customer from disengaging. For instance:

• Customer: “Is this still in stock?”
• Salesperson: "let me find out if this one is still in stock. While im checking on the availability I would be happy to send you a video. Would there be anything you would like me to focus on?" 

By doing this, salespeople create a natural flow that keeps the conversation moving toward the sale.

3. Bring Value Beyond Just Pricing

Rather than just quoting numbers, salespeople should highlight value, such as:

• Features and benefits tailored to the customer’s needs
• Availability and time-saving options
• Special promotions or incentives
• A streamlined process for purchasing

This positions the salesperson as a helpful consultant rather than just a price-giver.

4. Make the Process Customer-Centric

Many customers reach out online because they are busy with work, family, and other commitments. Salespeople should respect this by offering flexible buying options:

• Fully online purchases
• Partial online processes (e.g., pre-approvals, trade-in appraisals, deal structuring)
• In-store visits only when necessary or convenient

If customers wanted to come in immediately, they likely would have. Instead, they’re looking for an easier way to buy. Meeting them where they are increases trust and engagement.

5. Simplify the Buying Process

To make the experience seamless, salespeople should focus on three key questions:

1. What do they want to buy? (Model, color, features, options)
2. How do they want to buy it? (Online, partially online, financing first, in-store if available, etc.)
3. When do they plan to buy? (Immediate, next week, within a month)

Gathering this information early helps structure the conversation, prevents unnecessary back-and-forth, and leads to a smoother close.

Final Thoughts

Shifting from a transactional approach to a relationship-based strategy when dealing with online inquiries can significantly improve sales success. Customers are already expecting a difficult process—by making it easy, engaging, and value-driven, salespeople can differentiate themselves and build trust. When customers feel heard, respected, and empowered, they are far more likely to follow through with their purchase instead of ghosting the salesperson.

By focusing on conversation flow, bringing value, and keeping the process customer-friendly, sales professionals can turn what they once saw as a “waste of time” into a prime opportunity for closing deals more efficiently.