Which step precedes the presentation of merchandise in the selling process?

The step that precedes the presentation of merchandise in the selling process is gathering key information. This step is crucial because it involves understanding the customer's needs, preferences, and any specific requirements they may have. By collecting information about the customer's interests and motivations, the sales associate can tailor the presentation of merchandise to highlight features and benefits that resonate with the customer, thereby making the overall sales experience more effective.

Before presenting products, knowing what the customer is looking for allows the salesperson to select appropriate items to show, thus increasing the likelihood of a successful sale. This foundational step ensures that the presentation aligns with the customer's expectations and needs, ultimately leading to a more personalized and engaging experience.