In the personal selling process, what is the step that occurs before meeting the customer called?

In the personal selling process, the step that occurs before meeting the customer is known as the preapproach. This phase is critical for sales professionals because it involves gathering information about the potential customer and understanding their needs, preferences, and potential objections.

During the preapproach, the salesperson prepares by researching the prospect and developing a strategy for the upcoming meeting. This preparation can include reviewing the prospect's business, considering previous interactions, and understanding the competitive landscape. The aim is to tailor the sales approach to align with the customer's specific situation, thereby increasing the likelihood of a successful engagement.

While lead qualification and prospecting are important components of the sales process, they are focused on identifying potential customers and determining if they are viable prospects. Requalification, on the other hand, typically refers to reassessing existing leads or customers to maintain relevance. The preapproach, however, stands out as the preparatory step that directly precedes the meeting with the customer, ensuring that the salesperson is well-equipped to make a positive impression and address the customer's needs effectively.