Any effective approach has four objectives to be achieved. These are:

1. To Help the Salesman in Impressing the Prospect:

The ultimate aim of every successful salesman is to snatch favorable attention to start with. He wants to capture his imagination and hypnosis him to listen to him. This is possible when he is capable of creating that impinging impression on his prospect. It is scientific approach that guarantees such an impression and hence attention.

2. To amplify the Information:

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The salesman has collected lot of relevant information about the prospect at prospecting aid pre-approach stages by getting closer to the prospect. Now, he is to turn all his efforts into golden opportunity of amplifying and verifying the information so collected to his advantage. He can build good and lasting rapport with the prospect at this tender stage of approach.

3. To Convert Attention into Interest:

The creative task of a salesman is to travel in the mind of a prospect from one point to another to achieve his goal. The mental stages involved start from ATTENTION and end in ACTION connected by interest, desire and conviction juxtaposed in between. It is the pre-approach, that help him to climb the first stage of attention and he will climb in to other steps to reach the climax of action.

4. To Lead Prospect into Sales-proposition:

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Approach is such a delicate and critical stage of sales process that the sales are made or marred. Sales are to be done and approach is a stepping-stone for sales presentation.