What is meant by 'approach'?
Approach is the third step in the personal selling process. It refers to the method or technique used by a salesperson to meet and greet the prospect for the first time and begin the sales interaction.
The purpose of approach is to:
- Create a good first impression
- Establish rapport with the customer
- Transition smoothly into the sales presentation
Types of approach:
- Introductory approach — Salesman introduces himself and his company
- Product approach — Salesman shows or demonstrates the product directly
- Customer benefit approach — Salesman immediately states the benefit to the customer
Marking Scheme
- 11 mark: correct definition of approach as the step where salesperson meets the prospect for the first time to create a good impression.
- 21 mark: naming any two types of approach (introductory, product, or customer benefit approach).
Hint
Approach is the third step in personal selling — think about what a salesperson does the very first time they meet a potential customer face-to-face.
Quick Oral Answer
Approach is the third step in personal selling where the salesperson meets and greets the prospect for the first time to create a favourable first impression and establish rapport. The three types are introductory, product, and customer benefit approach.
Analysis & Explanation
The approach step sits at a pivotal junction in the sales process — it is the bridge between all the invisible preparation of pre-approach and the substantive work of the presentation. Its importance is often underestimated by students who focus on memorising the types without understanding why each type suits a different context. The introductory approach works best in formal B2B settings where the salesperson is unknown and credibility must first be established through company association. The product approach is powerful for consumer goods where the product itself is visually compelling enough to spark curiosity instantly. The customer benefit approach is most sophisticated because it requires the salesperson to have already done pre-approach research to know which specific benefit matters most to that particular prospect. A common exam trap is confusing the approach with the presentation — the approach is brief, lasting only a few minutes, while the presentation is the extended, detailed phase. In real-world sales, the approach also serves to gauge the prospect's mood and openness on that day, allowing the salesperson to adjust their plan accordingly. Students should note that all three approach types are valid tools and skilled salespeople often blend elements of all three depending on the situation and the customer's personality.
Common Mistakes
- 1Confusing 'approach' with 'pre-approach' — pre-approach is the preparation step before meeting the prospect, while approach is the actual first meeting and greeting.
- 2Listing only one type of approach instead of the three recognised types: introductory approach, product approach, and customer benefit approach.
- 3Describing the full sales presentation instead of just the brief first contact — approach is about creating a first impression, not delivering the full pitch.
Previously Asked
What is 'approach' in selling? Explain its importance in the sales process.
Define 'approach' as a step in the sales process.
Distinguish between 'approach' and 'prospecting' in the selling process.
Interesting Facts
Research in sales psychology shows that customers form a judgment about a salesperson within the first 7 seconds of meeting — making the approach the single most time-critical moment in the entire sales process.
The product approach, where a salesperson places a product directly into a prospect's hands without speaking, was refined by pharmaceutical sales reps who found that physical contact with a product creates an immediate psychological sense of ownership.
Top-performing salespeople spend an average of 17% more time on their approach phase than average performers — investing in first impressions directly correlates with higher close rates.
Frequently Asked Questions
What is the difference between 'approach' and 'pre-approach' in personal selling?
Pre-approach is the preparation stage where the salesperson researches the prospect before meeting them. Approach is the actual first meeting — the physical act of greeting and initiating conversation with the prospect. Pre-approach happens before the meeting; approach is the meeting itself.
Which type of approach is most effective and why?
The customer benefit approach is generally considered most effective because it immediately tells the prospect what value they will gain. Customers are primarily interested in their own needs, so leading with a direct benefit grabs attention and creates interest faster than introductory or product-focused approaches.
Why is the approach step considered important in the sales process?
The approach creates the first impression, which psychologically influences the entire sales interaction. A poor approach can cause the prospect to become defensive or disinterested before the presentation even begins. A strong approach establishes trust and rapport, making the prospect more receptive to the sales message.