Sometimes the costumer is in a research process and isn’t quite ready to make the purchase yet. Then you want act like a consultant.
This is important because you are in a way prospecting and networking. You are trust building.
That you are giving honest information and you care about solving the client’s problem. Maybe a wonderful first encounter could lead to future sale.
BoweryJE22
I would expand on this idea, I could have gotten this information right from the book