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Establishing a vision for the audiovisual design is a primary objective of a benchmarking session with a client. During these sessions, it's essential to align the expectations and goals of the client with the capabilities and potential of the audiovisual systems being considered. By effectively communicating and defining the audiovisual design vision, both the client and the technology specialist can work together to create a well-informed plan that meets the client's needs. This collaboration helps in setting clear objectives and outcomes for the project, ensuring that the intended use of the technology is understood and incorporated into the design process.

The other options, while relevant in certain contexts, do not focus directly on the core aim of establishing a unified direction for the audiovisual design. Identifying cost-saving measures, reviewing existing equipment, and determining marketing strategies may come into play in broader project discussions but are secondary to creating a clear vision that guides the entire design process.