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N5 Sales Management Pre-approach is step 2 in the selling process. 1. Introduction


Before the salesperson can make a professional presentation, he must set up an appointment with the prospect. But before he can do this he must gather enough information about the prospect to qualify him or her as a possible buyer. Does he/she have: • a need/use for the product/service? • the ability to pay for it? • the authority to buy it?


It is sometimes difficult to distinguish between prospecting and the pre-approach – all events leading to the gathering of preliminary information needed to qualify the prospect, to plan and to prepare the sales presentation, can be regarded as pre-approach.


The information gathered in the pre-approach provides the salesperson with facts to use when setting up the appointment, to determine the correct approach (Module 8), to customise the benefits of his product or service according to the needs and problems of an individual prospect (for example a twenty-year-old man, who wants to buy a car merely for speed and image), to solve his problems, to anticipate and overcome objections (Module 10) and to close the sales transaction successfully (Module 11). The pre-approach information gathered gives the salesperson confidence and a better opportunity to close the deal successfully.


2. Qualification of prospects


Qualification is the evaluation of possible consumers of the salesperson’s product or service by the salesperson, whether the person or institution has an immediate need for the product or service, has the authority to buy and the means to pay for the product. By gathering pre- approach information, the salesperson will be able to distinguish between general leads and actual prospects. The actual prospect is the one that the salesperson wants to spend his time on and take through the whole selling process.


Generally, only 10% of leads become actual customers in the end (see picture of sales funnel). 2.1 Need or use


If a prospect is only interested in a product or service, but does not have a use or a need for the product for himself or for a relative, friend, colleague or his business, he does not qualify as a prospect, for example a person staying in a face brick house does not need paint for the outside maintenance of his house. During the qualification process, it is necessary that the salesperson determine the prospect’s motives for his possible interest in the product.


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