Language aspects of transactional and relational selling (on the basis of the spin selling model)

Abstract

This text focuses on language comparation between transactional selling and relationship selling, including the SPIN model. Author gathers the real-life examples and analyzes the structure of the whole communication process in both selling strategies. Wal claims that SPIN model puts emphasis on the specific use of language: asking questions, uncovering needs and coaxing the wary customer, what is significant for building customer satisfaction and loyalty.