Pre-approach is the second step in sales process. After the salesman collects the names and addresses of the prospects, the pre-approach stage commences. Prospecting is completed when the salesman feels that he knows enough about the prospect and that there is a chance of selling to him. In the pre-approach stage, the salesman collects information about the prospect, his likes and dislikes, habits, types of economic status. This helps him a lot to plan his selling campaign intelligently. By means of pre-approach, the salesman can make a successful presentation of his proposition.
Importance or advantages of pre-approach:
(i) The salesman is armed with all possible background information. This is of immense help to the salesman to meet the prospect with enthusiasm and confidence.
(ii) A salesman can save considerable time in meeting only the genuine prospects, leaving aside the prospects.
(iii) The salesman is able to know in advance the needs and requirements of prospects.
(iv) The salesman is able to know in advance the needs and requirements of prospect before approaching him.
(v) The salesman’s knowledge about the prospect increases.