Transactional is taking orders, processing materials, and enforcing rules or procedures.
Relational is meeting a need, asking and knowing, and providing solutions.
Transactional can be short-sighted.
Relational sees the whole picture.
Transactional says “the rules are rules.”
Relational says “I see where an exception may be in order.”
Transactional says, “Thank you for shopping or placing that order.”
Relational says, “Thank you for placing your trust in us or partnering with us.”
Transactional is easy.
Relational is hard.
Transactional is clean.
Relational is messy.