ESB Certification Practice Exam 2025 – Complete Study Resource

The step in the sales process where potential clients are first contacted is the approach phase. This stage is crucial as it sets the tone for the entire sales interaction. During the approach, sales professionals introduce themselves and their company, beginning to establish a relationship with potential clients. This is the moment when the sales representative engages the lead, aiming to pique their interest and typically involves initial communication, which may include phone calls, emails, or face-to-face meetings.

In contrast, the follow-up step occurs after initial contact and is focused on maintaining communication, addressing any concerns, or seeking to advance the sales process. The closing stage pertains to finalizing the sale and securing the commitment from the client, while the objection phase involves addressing any concerns or objections raised by the potential client. Therefore, while all these steps are essential in the sales process, the approach is specifically where the first contact is made, making it the correct answer.