Selling Skills Training | The Importance of Pre-approach Sales

If we all agree that we are living in the information age, then why do many sales people chose to remain uninformed when they approach potential customers? And why do we have a tendency to move directly from finding new opportunities into the sales discussion without taking time to learn about our prospect’s basic wants and needs?

We all have different answers to those questions based on our individual situations. But there’s really no answer that provides a good enough excuse for ignoring pre-approach sales. The sooner we develop a consistent strategy for pre-approach sales and start valuing what it brings to the business relationship, the better we can serve our customers.