When a customer indicates they will shop around for a lower price and you know a sale is upcoming, what is an appropriate response?

• A. Inform the customer that the item will be going on sale, and offer to hold one.
• B. Reinforce the features and benefits and sell at full price.
• C. Provide a list of competitors and encourage shopping around.
• D. Tell your manager customers are not buying because of price.

Answer: (A)

When price sensitivity comes up, the best move is to address the concern with a proactive, customer‑focused option tied to value. Informing the customer that the item will be on sale and offering to hold one gives them security: they can still get the item at the anticipated discount, even if they’re comparing other options. This shows you understand their goal of obtaining the best value and creates a commitment—they don’t have to choose between waiting and risking losing the item. It also preserves the sale for your store and can reduce the temptation to shop around further, since the benefit (the sale price) is already promised.

Pushing the full price ignores their stated goal and can erode trust, while listing competitors or blaming price shifts the focus away from helping the customer and can come off as evasive or defensive. Holding the item at the upcoming sale keeps the conversation positive, customer‑centric, and positioned to close the sale when the discount arrives.