in US it’s more relationship than transaction because it’s a top - down capital system, stock market being the transacting equalizer.
there’s an absurd belief in US that sales has to do with business specialization, meaning you have to be a businessman at a high level to sell something. although it might be beneficial, this type of exclusivity will eventually bring the downfall/degradation of a system that is entirely tactic based instead of having an advanced structural value.
so it should be structural taking into consideration all important aspects regardless of transaction and relationship. otherwise it’ll fail imo no matter how backed up or experienced the so-called sales entity it might be.