third step in personal selling : approaching prospects, the methods of approaching, elements of successful approach.

1. BAM 403
(Sales Management)
Topic – Approach
Presented By:
Saurav Kumar
B.Com 4th Sem
R.No-132042

2. Meaning of Approach
 This is the third stage of the Personal selling which comes after the
pre-approach stage.
 Face to Face Interaction of the Sales Person and the prospect for the
first time.
 Definition:
“The approach stage involves the initial meeting between the
salesperson and prospect, where the objectives are to gain the prospect's
attention, stimulate interest, and build the foundation for the sales
presentation itself and the basis for a working relationship.”
- Prof. Meghisan

3. Objectives of Approach
Apart from attaining the twin objectives of convincing the prospect
about the product and selling it the approach aims at –
 Drawing Attention:
“one thing at one time”
 Awakening Interest:
presentation should be tailored according to the prospects’
interest, likes, and dislikes, attitude and motivations.
 Smooth Transition into Presentation:
prepare a background for starting the presentation and
demonstrating the product

4. Elements of a Successful Approach
Following points should be kept in mind to make the approach successful-
 Prior appointment
 Punctuality in keeping the appointment
 Timing of approach
 Complete knowledge about the product, organization, prospect,
competitors’ products, etc.
 Openness to prospects’ views and criticism
 The prospect should not feel that his time is being wasted
 Effective presentation
 Follow up

5. Methods of Approach
Following are some of the main methods of
 Cashing in on brand name
 Customer benefit approach
 Curiosity Approach
 Premium/ Gift Approach
 Shock Approach
 Question Approach
 Information Approach
approaching a prospect :
 Story Approach
 Reference Approach
 Service Approach
 Survey Approach
 Demonstration Approach
 Sample Approach

7. Conclusion
 Its an important stage where the sales person must be
very careful because this can make or break the
sale.
 The method used by the salesperson to approach
prospects depends on the type of prospect and the
nature of product.