MODULE 8
PLANNING THE SALES PRESENTATION (PRE-APPROACH)
PRE-APPROACH IS STEP 2 IN
THE SELLING PROCESS
The salesperson must gather enough information about the prospect to
qualify him or her as a possible buyer. Does he/she have:
A need/use for the product/service?
The ability to pay for it?
The authority to buy it?
QUALIFICATION OF PROSPECT
1. Need or use- the salesperson must find out what the real motives and needs of the
prospect are: why does he buy a pair of sport shoes (for running, walking, playing
soccer)?
2. Ability to buy- means that the prospect has cash available ,can pay by cheque or credit
card, has credit facilities available or qualifies for credit arrangements. The salesperson
must examine the prospect’s credit record with the help of credit agencies.
3. Size and importance of the sales transaction-the salesperson income is directly related
to the volume of his sales, if he receives a straight commission.
4. Frequency of need- how often a customer buys also plays a role in determining a
salesperson time and effort.
5. Urgency of need- salespeople must not spend more time on people who wish to buy
the product, for example, a couple who have no kids yet, will not be interested in buying
educational toys immediately. In these situation the salesperson must only leave the
brochures
6. Authority to buy- final decision maker has on the buying teams, in making purchasing
decisions.
THE IMPORTANCE OF GATHERING PRE-
APPROACH INFORMATION
I. It provide the salesperson with background information in order to plan his presentation. Example a
70 year old is mainly looking for safety when buying a car, therefore show him the safety features of
the car.
II. Distinguishing between prospects and general deals
III. Indicating the prospect’s real buying motives and the specific needs he wants satisfied.
IV. It provide information to help the salesperson decide what would be the best way to approach the
prospect and how to plan the presentation.
V. Ensures more successful results.
VI. It prevents the salesperson from making mistakes, e.g. call a doctor Mr. or a married woman miss
during approach presentation.
VII. It ensures that the salesperson regularly supplements the information e.g. updating the new
number, email, addresses etc.
VIII. the fact that the salesperson is prepared when meeting with the prospect creates a lot of
confidence in the salesperson and his presentation.
IX. Impressed by professionalism and thoroughness of the salesperson
X. The background information gained makes the salesperson more confident when presenting to the
prospect.
TYPES OF INFORMATION
NEEDED
PERSONAL INFORMATION- personal information about the individual is collected, whether he is buying
the product for his own use or for a business.
a. Name, surname and title
b. Age and date of birth
c. Home address and telephone number
d. Education background
e. Marital status and family details
f. Social contacts/ circles
g. Reputation
h. Membership of organisations
i. Profession and position
j. Interest, hobbies and recreation
k. The need and ability to pay
l. Authority to buy
m. The best time for an appointment
n. Additional personal information
INFORMATION REQUIRED IF THE
PROSPECT IS ACTING ON
BEHALF OF A BUSINESS
a) Name, address and type of business
b) The history and other information about the business and its personnel-
aspects such as shareholders, partners, directors and executives who
have the final authority to decide and size of the business.
c) The operational functioning of a business- the business product range ,
production processes, raw materials and other purchases.
d) Industry competitors and buying procedures- (is the business satisfied
with the current suppliers, how much do they buy at a time etc.)
e) Future perspective- e.g. expanding their product range by adding a total
new product line or product item.
SOURCES OF PRE-APPROACH
INFORMATION
If the salesperson has decided which type of information he needs for
his pre-approach of a specific prospect, he must decide where he will
obtain that information. The source will differ, depending on the
product or service , the type of business, size, the industry and the
business record.
EXAMPLES OF INFORMATION
SOURCES ARE:
Customers
The internet
Social media
Financial institutions
Other businesses
Other salespeople
Credit and trade reference agencies
The company’s own records
Personal observation
The prospect
Local directories
ARRANGING THE APPOINTMENT
(INTERVIEW)
Without an appointment there would be no sales presentation, and
without a successful sales presentation no sales would be made.