AutomatedFry Inc. is the leading manufacturer of ventless deep fryers. It has developed a new high-capacity fryer
To identify the prospective clients for its latest product, it sends out brochures to thousands of food-service managers along with a detachable card that the managers can use to request more information. Based on this information, AutomatedFry Inc. is involved in the _____ step of the selling process.
a. needs assessment
b. lead generation
c. sales presentation
d. knowledge management
ANSWER: b
AutomatedFry Inc. is involved in lead generation. Lead generation or prospecting is the identification of those firms and people most likely to buy the seller's offerings.
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