Traditional personal selling: sell products, focus on closing sales, limited sales planning, spend most contact time telling customers about product, conduct "product-specific" needs assessment, "lone wolf" approach to the account, proposals and presentations based on pricing and product features, sales follow-up is short term, focused on product delivery.
Relationship or consultative selling: Sell advice, assistance, and counsel, focus on improving the customer's bottom line, consider sales planning as top priority. spend most contact time attempting to build a problem-solving environment with the customer, conduct discovery in the full scope of the customer's operations, team approach to the account, proposals and presentations based on profit impact and strategic benefits to the customer, sales follow-up is long term, focused on long-term relationship enhancement
The end result of relationship selling tends to be loyal customers who purchase from the company time after time. A relationship selling strategy focused on retaining customers costs a company less than prospecting and selling to new customers.