The introduction or step 2 of the sales call is designed to build a strong foundation for the entire sales presentation. It is not designed to sell your product or service but instead help create a relationship with the person you want to sell to. This is the time where they size you up and for you to establish your believability. Many salespeople are worried about being cut off and not being able to sell so they jump right into the pitch. The more likely a prospect believes a sales professional the less likely they are going to cut them off. There are four objective that a sales professional should accomplish to ensure a productive sale call. This whole process should only take minutes. The four elements to the introduction are:
• ICR
• Brief product or service overview.
• Credibility statement
• Validation statement.

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