What is the most appropriate way for a sales associate to determine a customer's price considerations?

• A. Ask the customer how much he is willing to spend.
• B. Ask the customer to choose between three or four products that range in price.
• C. Ask questions and encourage the customer to describe what he is looking for in the product.
• D. Ask the customer which brand he prefers and why.

Answer: (C)

Asking open-ended questions and inviting the customer to describe what they’re looking for in the product reveals what matters to them and how price fits into their decision. By learning features, usage, priorities, and any budget constraints in the customer’s own words, you can connect price to value and guide them to options that meet both needs and budget. This approach builds trust and avoids making assumptions about what the customer can or will pay. Directly asking how much they’re willing to spend can feel confrontational and may miss important needs; jumping to a few price-point options without understanding priorities can misalign the choice with what matters most to the customer; focusing on brand preferences can reveal loyalty but doesn’t address price trade-offs in context.