Often the customer is simply bluffing, trying to "win" at your expense, and may just make the purchase anyway.  UNLESS there is still a hesitation to purchase because of a suspicion that the price may not be competitive.  Nobody wants to buy, then discover a lower price on the same goods elsewhere.

Make it a rule not to negotiate; if you do, the word will be out that all a customer has to do is ask for a discount, and before you know it you'll be doing it all the time.  Be confident that your prices are good and tell the customer so.  

A low price guarantee is an excellent way to put the customer's concern to rest.  Here's ours:  

"If, within 30 days of your purchase, you find the identical product at a nearby authorized dealer offering a similar level of service at the same terms and under the same conditions at a lower price, we will confirm the terms, conditions and offered price and happily refund the difference."

Now, you may or may not be offering the lowest available price, but you can't know this with assurance because you can't keep up with everything that's out there and, as we all know, there is no bottom when it comes to prices.  But because we know customers sometimes continue to shop after they've made the purchase, you need to give them confidence that this is a good purchase right now.  If they come back to you after the fact and tell you about a lower price offered by a competitor, it's your prerogative to call that nearby authorized dealer and confirm that the offer is legitimately an identical product under the same terms and conditions and that the level of service is the same.  If it's offered as a liquidation with no service, no warranty, blemished goods or something else, then it's an apples and oranges comparison and your deal stands.  If in fact the customer has found a better deal, you'll secure that customer for her next purchase by readily refunding in cash or store credit the difference between your price and the competitor's. You might also thank the customer for bringing it to your attention because she's helped you to sharpen your act for the benefit of all of your customers.

We post our low price guarantee just as you read it above in the store and on our website.  The guarantee extends to sales of our own merchandise, as we occasionally lower the regular price on some goods and we don't want customers to feel they bought "too soon."  The guarantee does not extend to consigned goods or merchandise purchased under final sale terms, however, as we reserve the right to apply progressive discounts to clear inventory, in which case the sale is final, as is.

John Hays
Port Madison Home
Bainbridge Island, WA

I TRY NOT TO MAKE IT LIKE CAR SALES I PUT THE BEST PRICE ON THE PIECE SO YOU CAN BE ASSURED THAT YOUR GETTING THE SAME PRICE AS YOUR NEIGHBOR ACROSS THE STREET BECAUSE I DONT WANNA RUN INTO YOU AT THE GROCERY STORE AND YOU END UP MAD AT ME FOR GIVING THAT NEIGHBOR A BETTER DEAL IS THAT FAIR?