N5 Sales Management Step 3 in the selling process is The Approach. 1. Approach techniques


In the pre-approach, the salesperson has gathered all the information he needs to qualify the prospect and to arrange an appointment. Next, he must plan the correct approach for each specific prospect (how to start the discussion).


An approach technique is a method to get a prospect’s attention and interest and to make a smooth changeover into the next part of the presentation where the goal is to find out what the prospect’s needs are.


The use of the correct approach by the salesperson is extremely important. Therefore it is crucial that a salesperson has knowledge on all the approach techniques. It influences the prospect’s attitude, his receptiveness and ultimately how successful the salesperson is in closing the sales transaction.


The impression the salesperson makes on the prospect takes place in the first few minutes of their meeting. First impressions are lasting impressions, so it is extremely important that the salesperson uses the correct approach for each individual right from the very first minute of the appointment and makes a good impression on the prospect. The knowledge of his product, his business (Module 2), the prospect (Module 7) and his needs and problems must be analysed carefully to develop and use the correct approach.


1.1 The question technique


Considering the prospect’s need and problem and the salesperson’s knowledge of his product, the salesperson develops questions within his approach that will arouse the prospect’s attention and interest.


Questions must satisfy the following requirements:


• The question must not prompt a negative reply:


A question must be worded in such a way that the prospect must give the answer the salesperson wants to hear, for example: “The rise in electricity tariffs has caused a considerable increase in many factories’ production costs in your industry, not so?” The salesperson knows this from information gained, during the pre-approach and so the answer will be “Yes”. The answer is now followed up with a following question, which immediately stimulate the attention and interest, “Would you be interested in saving 20% on your electricity bill per month and how we can make it possible for you?”


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