In the information research stage of the consumer decision-making process, how should a salesperson support the customer?

• A. Build a relationship with the consumer and discover what the consumer's needs are.
• B. Close the sale quickly.
• C. Offer price discounts before understanding needs.
• D. Provide only product features.

Answer: (A)

In the information research stage, buyers are trying to understand their situation and identify options that fit their needs. The salesperson should act as a guide, building rapport, asking open questions, and listening carefully to uncover the customer’s real needs. This approach allows you to tailor the information you share, present relevant options, and establish credibility so the buyer feels understood and confident in their choice.

Rushing to close, offering discounts before you understand needs, or simply listing product features misses the chance to connect the solution to the customer’s problems and can undermine trust.