After explaining features and benefits of several digital cameras, a customer says they will look around to find a less expensive option first. The item will go on sale soon. What should you do?

• A. Inform the customer that the item will be going on sale, and ask if you could hold one for her to pick up during the sale.
• B. Reinforce the features and benefits that matter most to the customer, and try to sell the camera at full price.
• C. Provide the customer a list of competitors that sell the camera, and encourage the customer to shop around for the best price.
• D. Inform your manager that customers are not buying cameras from you because they are shopping around for a better price.

Answer: (A)

The main idea is to address price sensitivity with a proactive, customer‑centered step that preserves the sale. Since the customer plans to shop around and the item will go on sale soon, offering to hold one for pickup during the sale acknowledges their concern and gives them a concrete path to return. This reassures them you’re listening, reduces the risk they’ll buy elsewhere, and helps secure the sale once the price drop arrives. It also keeps the interaction positive and can open the door to upselling accessories or setup services when they return.

Choosing to push full price ignores the customer’s price concern and risks losing the sale. Providing a competitor list can damage trust and come across as unhelpful, while telling a manager about the customer isn’t an appropriate response in a sales conversation.