The aim of this review paper is to analyze the repercussion of transactional oriented selling in high involvement purchase situation pertaining to Sri Lanka gem and jewelry industry (SLGJ hereafter). A conceptual framework concerning the characteristics of transactional selling and the effect of these characteristics on high involvement purchase in relation to current stance of selling were developed. The characteristics of professional selling needed in a revamped stance of selling were constructed. The current stance of selling is based on right set of circumstance theory of selling (situation-response theory), which incorporates the scrutinization of typology of communication, mode of handling objections and motivational factors relating to sales people’s behavior. The relationship between the current stance of selling and sales people’s behavior entails communication foci: rational influence, emotional influence, coercive influence and relational influence tactics, handling objections: creating strife, offsetting the objection, clarifying the objection, using miscellaneous objections and motivational factors: intrinsic motivation and extrinsic motivation. The theoretical foundation of the revamped stance is the buying formula theory, which inquires the required nature of selling to raise the level of high involvement purchase situation. The revamped stance is in relation with possible approaches and of responsible industry best practices with execution of professional selling with a focus on customer orientation. The integration of characteristics of transactional selling in high involvement purchase situation in line with the situation-response theory with possible approaches and execution of industry best practices in accordance with buying formula theory leads to developing a conceptual model which underpins the current rippling of transactional oriented selling in SLGJ to practice and execute the industry best practices required to revamp and raise the selling standards of SLGJ industry. Authors adopted a systematic review of literature based on a deductive research approach in compiling this paper. A summarized version of discussion was developed towards the end together with the propositions to be considered in future research and the implications for practitioners.
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