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Transactional Selling is oriented towards the goal of a one-time exchange for goods or services. Relationship Selling, on the other hand, is focused on fostering a feeling of partnership: a mutually-beneficial relationship between you and the customer from which you both stand to gain tremendously. Every business has employees on the payroll; in other words, in order to get value from an employee they usually have to pay them. But as a sales consultant, you're not asking to be paid in order to help them strategize about their business; all you're asking for is some time.
One of the best things a consultative salesperson can do is to ask a business owner or executive a question that causes them to reflect on an aspect of their business that they may never have thought about before. If you can call to the attention of your customer something that makes them say to themselves, "I should have been thinking about this years ago!" you've just gained instant credibility as an associate. As opposed to transactional selling - which is all about the deal, the sale, the push - relationship selling builds a level of trust and rapport that lets the customer, in effect, sell to themselves.
