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The Friday Concentrate #23: Is Transactional So Bad?

Jonathan Gandolf

May 24, 2024

The Friday Concentrate #23: Is Transactional So Bad?

I got a new car last weekend. 

And woof, what a terrible experience.

And technically, I wasn’t even buying a new car. I was turning in a lease for, hopefully, the exact same care I already have. It took about 8 hours and three different dealerships! 

You know the song and dance. Nobody says a number out loud. The dealership quotes you an outrageous price. You tell them how outrageous it is, threaten to go buy from a different dealership, and slowly whittle them down to a price point that you still don’t trust but will accept. 

I did it all. 

But it reminded me of a feeling I’ve felt in a lot of our own sales conversations—both as sellers and buyers. Our most successful relationships have been very clear right up front. 

In an era of community-led growth, partner-led growth, near bound, allbound, and every other B2B buzzword, “transactional” has a negative connotation. 

And I’m not sure why. 

I love transactional. It’s simple, it’s fast, it’s efficient. Is it warm and fuzzy? Not necessarily but it’s productive. What’s in it for you, what’s in it for me, does it make sense for both of us? Let’s go! 

The Juice is at a stage where pricing and packaging are still fast and flexible. We’ve updated packaging approximately one million times, and we thought we nailed it with about 98% of those updates. We’re finally starting to learn. 

Simplicity. No fancy words for what we say we do. Only simple words for what you receive. Not four options but one option. Crystal clear. 

It’s fast. It’s transactional. 

And it’s been well received. 

Everything is hard right now. Let’s not make it more difficult on each other. Transactional doesn’t have to mean cold. It doesn’t mean that you can’t build a strong relationship, but let’s be crystal clear in how we buy and sell. 

Here’s to more transactions for everybody this summer. 

Until next time, 


Cheers to a Fresh Episode of The Content Cocktail Hour: 

"Content without consumption is just a massive waste. And I feel like often we build these big, robust content strategies and a big list of all these pieces of content we need to create, and we don't optimize it to get consumed."

In this episode, we're joined by Demandbase's CMO, Kelly Hopping to discuss the new era of ABM and the key ingredients to success. Kelly dives into the transition of ABM from a focus on targeted, individual account strategies to a broader and more scalable approach that includes one-to-few and one-to-many strategies.

A Blend of Resources from This Week: 

🧃 In Economic Uncertainty, Marketing's Performance Defines Business Performance

From: Planful 

We have some insights to help CMOs and marketing leaders lean into the oncoming uncertainty and predicted economic pullback. The first step is getting Marketing to speak in the language of business value.

🧃 Level Up: How limiting choices can increase client conversion

From: Keap

During our recent Level Up With Keap event, digital marketing consultant Dallas McLaughlin covered how limiting choices can actually increase conversion rates. Read on and watch the video for tips on how to ramp up your conversion rates by giving your business the focus it deserves.

🧃 How to Build Trust with Prospective and Current Customers

From: TechTarget

Recent research reveals three important considerations to building trust with tech buyers and current customers.

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