Which step in GUES involves listening to the customer's needs and what they want?

Which step in GUES involves listening to the customer's needs and what they want?

• A. Understand the customer's needs
• B. Greet the customer
• C. Educate the customer
• D. Suggest items

Answer: (A)

Listening to the customer’s needs and what they want happens during the Understand step of GUES. This stage is about active listening—asking open questions, paying attention to what is said and what isn’t, and reflecting back to confirm you’ve captured their goals, budget, and priorities. Once you truly understand, you’re ready to educate with relevant information and then suggest the best options that fit what they’re seeking. The other steps focus on greeting to build rapport, educating with product knowledge, and suggesting options based on what you’ve learned.

Listening to the customer’s needs and what they want happens during the Understand step of GUES. This stage is about active listening—asking open questions, paying attention to what is said and what isn’t, and reflecting back to confirm you’ve captured their goals, budget, and priorities. Once you truly understand, you’re ready to educate with relevant information and then suggest the best options that fit what they’re seeking. The other steps focus on greeting to build rapport, educating with product knowledge, and suggesting options based on what you’ve learned.