Which choice is not part of the GUES framework?

• A. Raise the price
• B. Greet the customer
• C. Understand the customer's needs
• D. Educate the customer

Answer: (A)

GUES focuses on how you engage with a customer during the interaction: start by greeting to build rapport, then listen to understand the customer’s needs, next share relevant information to educate them about options, and finally guide them toward a suitable solution or recommendation. Raising the price isn’t part of these interaction steps; it’s a pricing decision or policy that falls outside the customer-service conversation framework. In the GUES flow, your aim is to connect, clarify needs, inform, and steer toward a helpful outcome, not to adjust pricing mid-conversation. The other choices fit as steps or actions you’d take to support the customer within this framework.