Approach is the first essential step in the personal selling process, where the salesperson first establishes contact and meets with the prospect after conducting preliminary preparation (customer research). This step aims to create a favorable first impression, build rapport, and secure the customer’s attention.
A successful approach requires confidence, professionalism, and personalization. It usually begins with an opening line or question that is relevant to the customer’s needs and eliminates resistance. The goal of this phase is not to make a sale, but to move on to the next step—presenting the product. An effective approach sets a positive tone for the entire future interaction between the salesperson and the customer.
