Evaluation of prospects, this one based on how far the prospect has traveled mentally toward the decision to buy. That is, some prospect are partially sold already, while others have not even the slightest intention of buying, The preapproach should tell the salesman about how far the prospect has progressed, therefore what sales tactics should be employed.
A few factors enter into this problem from the salesman’s angle;
1. Does the prospect already recognize the desirability of making a change? Is his old car worn out or too old fashioned? Is his present house too small for his growing family? Is he convinced that he needs more insurance? If you can answer these questions, you need not spend time awakening a sense of need for your proposition in general.
2. Must you ask him to change brands or otherwise buy something markedly different from the one he now owns? It may be easier to sell a man another buick than to sell him a mercury even though he may be ready to buy a new car.
3. Must you ask him to pay a different price from the one he planned to pay? If so, you must be prepared to justify this new price.
It will seen that a prospect may be classed anywhere from easy to extremely difficult, depending on the combination and degree of the same make of car at about the same price, your task is simple. At the other 3 factors. If he feels a need of a new car, and you are selling the same make of car at about the same price, your task is simple. At the other extreme is the problem of the prospect who feels no need for a new car, while you are selling a different make in a radically different price class. Your prospect should be roughly assigned a grade somewhere between these extremes, and you should plan your sales effort accordingly, recognizing the presence and the size of each factor mentioned.With 3 factors above there may be different combinations, so the salesman should figure which exist in any situation.