Your prospect is now in their “zone” because they have just taken a big action step. They think to themselves, “maybe I should go to the Internet and start doing some research” which is really bad for so many reasons.
The Internet is where all your competitors hang out and your prospect may find information that is either not true or contradicts what your salesperson will say.
So now, not only does your salesperson have to build a new relationship, which is hard enough, but additionally they also are challenged with unwinding bad perceptions and convincing someone they just met that they are wrong.
Your salesperson’s job has now become exponentially harder which lessens the likelihood of making a sale.
It takes a talented salesperson to resolve this type of potential conflict without causing hard feelings.