Sales Orientation
The
sales
strategy
is
transactional.
This
strategy
is
about
selling
products
and
generating
cash
flow.
For
companies,
this
is
often
a
short-term
solution
that
ignores
the
relationships
described
in
the
previous
strategies.
It
can
be
done
with
promotions
that
essentially
break
even
or
lose
money,
but
increase
sales.
The
only
goal:
to
gain
market
share,
even
if
it
comes
at
the
expense of long-term customer loyalty and profitability.
Because
this
strategy
does
not
address
customer
needs,
it
usually
leads
to
customer
churn.
Companies
that
use
this
strategy
have
to
pay
for
it
with
the
market
share
they
have
already
captured
through
bonus
or
loyalty
programs.
Amazon,
for
example,
started
selling
books
as
a
low-cost
online
marketplace.
This
strategy
made
the
company
very
popular
and
allowed
it
to
capture
a
huge
market
share,
so
it
moved
on
to
other
sales
niches
and
billions
in
profits.
The
company
could
not
have
survived
as
a
pure low-price bookseller.
CONCLUSION:
The
company
manager
cannot
always
work
according
to
pattern
"X".
His
task
is
rather
to
find
out
the
best and most suitable procedure, adapted to the corporate philosophy, and to apply it accordingly.