A customer wants to have a business luncheon catered and complains that the prices are too high, noting a lower price elsewhere. Which action should the associate take?

• A. Try to soothe the customer and explain the features and benefits of the catering service.
• B. Apologize to the customer, but be very clear that associates have no control over the prices.
• C. Get another associate to explain the pricing to the customer.
• D. Suggest that the customer booked the event with the caterer across the street.

Answer: (A)

When a customer objects to price, the focus should be on value rather than the price itself. The best approach is to listen to the concern, reassure the customer, and clearly explain the features and benefits of the catering service that make it worth the cost. By highlighting what the luncheon includes—quality ingredients, reliable delivery and setup, staff to serve, customization options, and any dietary accommodations—you help the customer see the value and why the price is justified for a professional business event. This approach builds trust and can justify the spend, rather than just defending the sticker price or deflecting the concern. The other options miss the opportunity to connect the price to tangible benefits or unnecessarily delay or shift the decision, which doesn't solve the customer's underlying need.