What is the most professional response when a customer says, 'I can get this for a lot less over the Internet. Your prices are outrageous'?

• A. Return the computer to the case and begin to help another customer.
• B. Explain the benefits of buying from the store rather than the Internet.
• C. Ask the manager to try to convince the customer to buy in the store.
• D. Thank the customer politely for coming into the store.

Answer: (B)

Handling price objections professionally means reframing the conversation to focus on the value the store provides beyond the price. When a customer says they can get this for a lot less online, the best move is to outline the advantages of buying in-store. Emphasize benefits like immediate access to the product, hands-on help and expert setup, ongoing in-person support, easier and clearer returns, and straightforward warranty assistance. This helps the customer see why a local purchase can be more convenient, secure, and hassle-free, making the extra cost worth it.

This approach directly addresses the concern by highlighting tangible value, not just arguing about price. Acknowledging the objection and offering concrete store benefits shows confidence and a willingness to support the customer after the sale, which builds trust.

Other options don’t adequately address the objection: returning the item to the case and helping another customer skips the price discussion entirely; asking the manager to convince the customer shifts responsibility and can feel pushy; and simply thanking the customer is polite but leaves the price concern unresolved.