What is the FIRST thing a sales associate should do when a customer has a problem with a product?

• A. Tell the customer that he or she is not familiar with the product.
• B. Thank the customer for bringing the problem to the store's attention.
• C. Call a manager for assistance.
• D. Return the product for the customer.

Answer: (B)

The first thing to do is thank the customer for bringing the problem to the store’s attention. This simple act shows you value their feedback, acknowledges their effort, and starts the interaction on a respectful, collaborative note. It sets a constructive tone, helps defuse any frustration, and invites the customer to explain what happened so you can understand the issue and identify a path to resolve it.

From there, you’d listen carefully, ask any needed questions, and work toward a suitable solution within store policy. If the situation requires extra support, you can involve a manager, but the initial courtesy is what keeps the interaction productive and customer-friendly.