Final answer:
A sales associate should provide supportive guidance to a customer hesitant about a purchase, including discussing the product's value and any financial options available. They should create a personalized experience and avoid being pushy, ensuring the customer feels comfortable with their decision.
Step-by-step explanation:
When a customer expresses hesitancy about making a purchase due to the item being more than they should spend, such as the scenario with the apricot-colored dress, the sales associate should provide supportive guidance. The associate's response should aim to address the customer's concerns, provide information about the value of the product, and, if appropriate, inform about any ongoing promotions or alternative financing options such as layaway plans, which could make the purchase more manageable for the customer.
Moreover, creating a personalized shopping experience by complimenting how the dress looks on the customer, as seen in the reference where Amy is being attended to, can be beneficial. It's important for the associate to remain empathetic and avoid being too pushy, as this could lead to customer discomfort and potentially lose future business.
Lastly, drawing parallels with decision-making situations in other contexts, like the group dining scenario where the bill does not align with everyone's contribution, can help illustrate the importance of making a purchase decision that aligns with the customer's budget and priorities.
It's crucial for the associate to ensure the customer feels supported in whatever decision they make regarding the purchase without any pressure.