What is the FIRST step a sales associate should take if the store does not offer the product a customer wants?

• A. Suggest comparable alternatives.
• B. Offer to special order the item.
• C. Call the supervisor for assistance.
• D. Refer the customer to a competitor.

Answer: (A)

When a customer wants something the store doesn’t carry, the first move is to offer comparable alternatives that fit what they’re looking for. This shows you’re listening, keeps the shopping momentum going, and gives the customer immediate options rather than turning the conversation into a wait or a search elsewhere. To do this well, quickly ask what features, price range, or brands matter most, then present a small selection of close matches with clear comparisons (how they stack up in key areas like size, specs, price, and warranty). If none of the substitutes satisfy the customer, you can then propose a special order or check other stores, but the initial step should be to propose viable alternatives. This approach is more customer‑focused and efficient than escalating to a supervisor or steering to a competitor right away.