Next, let's take a close look at what Learning International calls a misunderstanding. The way to capitalize on the customer's misunderstanding about veneers is to first confirm what he has implied in the stated misunderstanding. Furniture is expensive. It's got to last. You answer by acknowledging the need.
Furniture is an expensive investment.
A customer, say, just loves your dining room set, but has to have it in two weeks. The soonest you can deliver it is eight weeks. By acknowledging the customer's need to have the merchandise in two weeks, you avoid putting down or belittling the customer. A word of caution. Because the drawback is often grounded on some highly emotional need, you might go on to suggest that your customer take a look at the purchase long term.