Question

Choose the 'best' and the 'worst' action for the given situation.
You demo a TV for a customer and explain all the primary features. He decides to buy, but just before checkout, he tells you that he still has doubts about one primary feature and asks you to demo the TV again. He seems to have second thoughts about buying the TV. You have already spent 30 minutes with this customer. What will you do?
Inquire whether the customer has any specific doubts about that feature and demo the TV again, focusing on those issues.
Quickly explain the details of that feature in simple language so that the
customer can understand it better.
Assure the customer that the TV is fairly simple to operate and that he will quickly adapt after he begins using it.
Inform the customer that after he purchases the TV, I can arrange for a more detailed demonstration by a trained technician.

Answer 1

Best: Inquire whether the customer has any specific doubts about that feature and demo the TV again, focusing on those issues.

Why: It shows you’re listening, addresses the real concern directly, and removes the barrier to purchase. A targeted demo builds trust and is most likely to close the sale.

Worst: Assure the customer that the TV is fairly simple to operate and that he will quickly adapt after he begins using it.

Why: That dismisses the customer’s concern, sounds evasive, and can erode trust — likely to increase hesitation or lose the sale.

Notes on the other options: Quickly explaining the feature in simple language is helpful but less effective than asking and demonstrating the specific issue. Offering a post‑purchase technician demo is useful as backup but shouldn’t replace resolving doubts at the point of sale.