A customer who wants high-definition binoculars, but the store has sold the last pair, what should the sales associate do?

• A. Match features of the desired product with an alternative selection.
• B. Offer the customer a discount on another brand.
• C. Refer the customer to another store.
• D. Steer the customer to items that are currently on sale.

Answer: (D)

When a desired product is out of stock, the best move is to keep the sale moving by offering immediate, valuable alternatives. Steering the customer toward items that are currently on sale gives them a clear, attractive option with savings right away, which helps close the sale in the moment and preserves a positive shopping experience. It also shows proactive service—the associate is guiding the customer toward a good deal rather than leaving them without a next step.

Offering alternatives that match features can be useful, but it may require more time or leave the customer unsure if the replacement truly meets their needs. Discounting another brand or sending the customer to another store risks compatibility, loyalty, and losing the sale altogether. By highlighting sale items, you address budget considerations, maintain momentum, and increase the likelihood of a satisfactory outcome for both the customer and the store.