Selling Today: Partnering to Create Value, 14/e

The Approach

1. 10.6 Explain how to effectively approach the customer

After a great deal of preparation, it is time to communicate with the prospect, either by face-to-face contact, by telephone, or some other appropriate method of communication. We refer to the initial contact with the customer as the “approach.” A high-quality and professional approach is a powerful way to add value and differentiate yourself from your competitors.15 All the effort you have put into developing relationship, product, and customer strategies can now be applied to the presentation strategy. If the approach is effective, you may be given the opportunity to make the sales presentation. If, however, the approach is not effective, the chance to present your sales ...