Which method BEST describes how sales associates can reduce the number of price objections they receive?

• A. Build rapport, establish trust, and focus product presentation on the customer's needs.
• B. Describe the store's price matching policy in case the item goes on sale in the near future.
• C. Explain that the product recommended is the latest model and is therefore the best value.
• D. Share a personal testimonial, or describe ways another customer enjoyed that same product.

Answer: (A)

Reducing price objections happens when you connect the sale to what the customer actually needs and build trust in the process. Building rapport creates a comfortable, collaborative conversation, not a hard sell. When the customer feels understood, they’re more open to sharing what they’re hoping to achieve and what they’re worried about regarding cost. With that insight, you tailor the presentation to show exactly how the product solves their specific problems and delivers meaningful benefits, making the price feel like a fair investment rather than a hurdle. This focus on needs and value shifts the objection from “too expensive” to “is this the right fit and worth it for me?”

Describing a price-matching policy offers reassurance about price later, but it doesn’t address the customer’s current needs or demonstrate value. It’s reactive and may fail to connect the product’s benefits to what the customer cares about right now. Emphasizing that the item is the latest model and a great value can come across as a generic claim that doesn’t personalize the solution to the buyer. Social proof like a testimonial can help, but without tying the story to the customer’s own situation and objections, it’s less persuasive.