Which statement is true about initial contacts between a customer and a business?

Question

Options

• AMost initial contacts result in a purchase.
• BMost initial contacts are face to face
• CMost initial contacts occur through documents.
• DMost initial contacts occur during the day.

• A
  2% (1)
• B
  93% (52)
• C
  4% (2)
• D
  2% (1)

Explanation

Option B is correct because in most traditional business contexts - particularly retail, service, and hospitality industries - customers first encounter a business in person, such as walking into a store, visiting a location, or attending an event. This face-to-face moment is typically the foundation of the customer relationship.

Why the distractors are wrong:

• A is false because the majority of initial contacts are exploratory - customers browse, ask questions, or compare options without committing to a purchase.
• C is false because documents (like contracts or brochures) typically come after initial contact has already been made, not as the first point of interaction.
• D is a red herring - the time of day is irrelevant to identifying the type or mode of initial contact.

Memory tip: Think of the classic customer journey - before any paperwork or purchase, someone walks through the door. "Before anything else, it's Body-to-body (face to face)." If you remember that the first step is always personal/physical in traditional business settings, B stands out.

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