Title: Approach the customer.
Course: Marketing Exploration (12160-18) > Section: Completing a Sales Transaction

Approach should incorporate the following:

- Initiating contact with a customer in a brick-and-mortar or digital environment
- Making a good first impression on the customer
- Identifying the customer’s wants and needs
- Being prepared to take various types of approaches in an in-person interaction, depending on type of business/customer
- Following the “5/10” rule in a brick-and-mortar store:
  - When the customer is within 10 feet, smile and make eye contact.
  - When the customer gets within five feet, speak, even if busy (e.g., “Hello. I will be right with you.”).

Process/Skill Questions:

- Why is the first impression important?
- What are some nonverbal signals that indicate that a customer is ready for the approach? What nonverbal signals indicate that a customer doesn’t want the approach?
- What are some commonly used sales approaches? What are the advantages and disadvantages of each?
- How does the approach in business-to-business selling differ from the approach with individual customers?
- How has technology changed the approach in a sale? What media do e-commerce brands use to approach digital customers?