Customer value creation in a consultative type customer relationship is usually greatest during the first stage of the purchasing process, which is the recognition of needs.

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During the recognition of needs stage, the customer and consultant work together to identify and understand the customer's needs, which allows the consultant to create the most value for the customer by providing relevant solutions and recommendations. This stage sets the foundation for the remainder of the purchasing process.

Customer Value Creation in a Consultative Type Customer Relationship Is