Module 8 • Planning the sales presentation (Pre-approach)


establish in other ways and through contacts just who takes the decisions on behalf of the business. If there is more than one person, he can save time by directly contacting the person with the final say: the so-called final decision maker (Module 13).


Except for door-to-door selling, it is good business practice to arrange an appointment with a prospect by phone.


The salesperson must develop a technique that ensures appointments, for example, begin by complimenting the prospect on something which is important to him that you have picked up in the pre-approach (Module 7). Get the secretary on your side. Develop an approach technique (Module 8), which immediately grabs the attention, arouses interest and persuades the secretary to put the call through to her employer immediately or to arrange an interview. Every salesperson with a thorough knowledge of his product and what it can do for the prospect, and who is creative and resourceful, can develop his own technique to produce results.


As sales and marketing students we know that market research is an important technique for attaining sales objectives. Collecting information is the market research the salesperson uses to achieve success in personal selling.


VIDEO: Making the appointment:


Actors role-play how to make an appointment; from speaking to the secretary and getting her on your side, to speaking to the actual decision maker. http://youtu.be/_21ml6SPiZQ


Activity 1 1. Discuss the importance of gathering pre-approach information. 2. List the criteria used to qualify a prospect. 3. List eight sources of information that can be used by the salesperson in order to sell the product effectively.


4. You have identified Clicks as a prospective client. The contact person you deal with at Clicks is Gregory Mead. 4.1 What pre-approach information should you gather about Clicks? 4.2 What information should you gather about Gregory Mead?


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