Question

Melissa Price is a member of the sales force at Urban Fashions, a Houston-based manufacturer of women's apparel. Melissa is preparing for a first meeting with a wholesaler who is a potential customer. She is learning as much as she can about her prospect and his organization. Melissa is in the ________ step of the personal selling process.

Answer 1

Pre-approach

Step-by-step explanation:

In case of personal selling, the seller and prospective buyer come face to face, wherein the former tries to highlight and convey product attributes to the prospect with an objective of effecting a sale.

Under 7 step personal selling approach, pre approach refers to conducting customer research and planning goals for the presentation, which is to be be given to the prospect.

Under this approach, the salesperson fixes up a face to face meeting with the prospect in order to ascertain prospect's needs and wants. Post ascertainment of such needs, the salesperson carries out a presentation, informing the prospect about product attributes which would meet such needs.

In the given case, Melissa is preparing for her first client meeting, trying hard to learn about prospect and his organization i.e customer research. Thus, this is the pre-approach step of the personal selling process.