Final answer:
Acknowledge the customer's request and check the store's policies on price match or adjustment. Offer a price match or alternative options to meet the customer's needs.
Step-by-step explanation:
As a sales associate, the first thing you should do when a customer comes into your store with an ad from another store showing a lower price is to acknowledge the customer's request and thank them for bringing it to your attention. This shows them that you value their feedback and are willing to work with them. Next, you should check the details of the ad and compare them to your store's policies on price match or price adjustment. If your store has a price match policy, you can offer to match the competitor's price. If not, you can consider offering a discount or alternative options to meet the customer's needs.