(i)To provide additional qualifying information
A person or an organization looks like a reliable prospect at the first sight. A closer look points out that it is something entirely different. It is the responsibility of the salesman to know the difference between a prospect and a lead. He should clearly a prospect and a lead. He should clearly understand the weaknesses or the prospect of the lead.
(ii) To design an effective approach strategy
The salesman can not approach all prospects do no require the some type of approach from the salesman. The salesman can meet easily some prospects. But there are some other prospects to whom it becomes very much difficult to meet on the part of the salesman. Direct approach is suitable to some prospects while indirect approach is suitable for other prospects. In the light of these differences, the salesman should design a sound approach.
(iii) To better the planning information
Effective sales depend on sales representation. The sales talk takes different forms and moves in divergent direction. The themes may be cost-saving, product-features, status-acquisition, etc. A good pre-approach furnishes a salesman clear insight into the buying motives so that he can appeal most of those to seek right action.
(iv) To avoid serious errors
The salesman meets different types of prospects. These prospects may have different mental constitutions, view, feelings which are quite peculiar to him. The salesman should be very much intelligent to tackle these peculiarities. The salesman is to move along the current. The salesman should be an old man, while he meets an old man. He should be a youngster while meeting the young customers.
(v) To build confidence
A pre-approach on the prospect builds confidence in salesman. Salesman must be confident of what he says. Pre-approach enables a salesman in deciding what type of prospect he is to meet, what buying motives are to be stressed to get correct reaction, what mistakes can be eradicated, how best can a sales talk be presented.