A customer requests ABC brand, which is one of the most expensive in your store, but has no experience with other brands. What is the BEST action to take?

• A. Show the customer ABC brand TVs because that is what he is looking for.
• B. Show the customer a promotional item that is priced well below ABC brand.
• C. Explain that the store carries other brands that are comparable to ABC but priced lower.
• D. State that ABC brand is overpriced and explained that the store has other brands that are more reasonably priced.

Answer: (C)

When a customer asks for an expensive brand but has no experience with others, the best move is to guide them toward informed options by presenting other brands that offer similar features at a lower price. This respects their interest while giving them a authentic comparison, helping them see value beyond a single brand. By explaining that there are comparable choices at different price points, you demonstrate knowledge, build trust, and empower the customer to decide based on what best fits their needs and budget. It also opens the door to demonstrations or side-by-side comparisons, which can make the decision easier. Choosing only the expensive option or pushing a cheaper item without context can feel biased or rushed, and saying a brand is overpriced can damage trust; the neutral, helpful approach of offering comparable alternatives keeps the conversation customer-centric and focused on finding the best fit.