A customer comes into your store wishing to purchase a specific item. You do not carry the item, so you attempt to sell him a similar item. The customer is committed to buying the specific item and you can special order it from the vendor. Why should you order the item?

• A. Special orders provide additional service and build customer loyalty.
• B. Special orders are something every sales associate should know how to do.
• C. Special orders are more profitable for the store and will help you make your sales goal.
• D. Special orders usually cost less than the items you normally carry.

Answer: (A)

Offering a special order demonstrates strong service to the customer. When someone wants a specific item you don’t have, taking the extra step to order it shows you’re committed to helping them get exactly what they want, rather than letting the sale slip away. This preserves the sale in your store, provides a clear delivery expectation, and creates a positive buying experience. That kind of service builds trust and makes the customer feel valued, which increases the chances they’ll return for future purchases and tell others about your store.

While it can be useful to know how to handle special orders and, in some cases, improve store metrics, the most powerful reason to proceed is the opportunity to satisfy the customer’s need and cultivate loyalty. Special orders aren’t guaranteed to be more profitable or cheaper, as costs and prices vary, and profitability isn’t the primary driver of the decision—the focus is on meeting the customer’s request and earning their ongoing business.