This particular phase of the buying process involves the consideration and study of
the overall situation to understand what is required in the form of a preferred solution.
This begins to establish the general characteristics and quantities necessary
to resolve the need or problem. Through effective sales conversations, salespeople
use their knowledge and expertise at this point to assist the buyer in analyzing
and interpreting the problem situation and needs. Salespeople offer valuable knowledge
of problem situations and solution options that buyers typically perceive as
beneficial.