6 Retail Sales Mistakes: Dialogue Examples and Team Guidelines

To help customers find the product they need, a salesperson should let them finish explaining, clarify what they need, check the product’s features and availability, state the full price, and offer to complete the purchase. Customers may browse the range on their own, decline assistance, or turn down an additional item. The team needs clear guidelines for each of these situations.

We recommend that store managers practise the six scenarios below with their sales staff and check how the team applies them at work over the following week. The dialogues and training schedule are practical recommendations. The legal explanations below concern purchases at physical stores in Ukraine made by individuals for personal needs that are not directly related to business activity or the performance of an employee’s duties.

The legal explanations below are based on Law of Ukraine No. 1023-XII “On Consumer Protection” and apply only while it remains in force. Under Article 1-1, this Law generally does not apply to food products, except where it expressly provides otherwise. Staff at food stores should therefore check whether the specific provision cited here applies to their product. Under clauses 1 and 3 of Section IX of Law of Ukraine No. 3153-IX “On Consumer Protection”, the new law enters into force one year after publication, but not before martial law in Ukraine is terminated or lifted.

Once it enters into force, Law No. 1023-XII ceases to apply. Before applying the rules below, the responsible employee should check the status of both laws in the official legislation database. For a claim concerning a material defect, they should also check its legal definition. Different lists approved by the Cabinet of Ministers of Ukraine apply to exchanges of goods of proper quality and the provision of a replacement product during repairs.

1. Interrupting the customer and starting a consultation without permission

When a customer is still explaining what they are looking for, an early recommendation may leave the salesperson without important details. The customer may have named a type of product but not yet clarified the size, how they plan to use it, or their budget limit. Simply standing near a shelf does not mean the customer has agreed to a consultation.

Dialogue example. Salesperson: “Hello. Would you like to browse on your own, or would you like help choosing?” Customer: “I’ll just have a look for now.” Salesperson: “Of course. If you have any questions, I’ll be by the checkout.” The salesperson then gives the customer room to browse and stays available if they need help.

If the customer agrees to assistance, the conversation might continue like this: “I’m looking for a laptop bag, but it’s important to me that…” The salesperson waits for the customer to finish, then asks: “So, if I understand correctly, you need a bag for your daily commute that will also fit your documents?”

Guideline for sales staff. Greet the customer, offer help, and give them time to answer. After a customer declines, do not repeat the offer unless they ask a new question or request assistance. If you interrupt by accident, say, “Sorry, please go ahead,” and listen to the rest of what they have to say.

How the manager checks. In a role-play, the customer first declines help and then asks a question on their own. The manager checks whether the salesperson accepted the refusal, stayed available, and listened to the new request without interrupting.

2. Listing features before finding out what the customer needs

A list of materials, modes, and technical specifications does not explain which product is right for a particular task. The salesperson should first find out how the customer plans to use the item, then describe the features that matter to that choice.

Dialogue example. Customer: “I need a backpack.” Salesperson: “For your daily commute, studying, or travel?” Customer: “I commute to work and carry a laptop and documents.” Salesperson: “What size is your laptop, and what price range would you like me to look at?” After the customer answers: “Let’s check the laptop compartment dimensions in these two models. Then we can compare their weight and pocket layout. The more expensive model has an extra compartment. Would you use it?”

Guideline for sales staff. Find out what the product is for, what requirements are essential, and the customer’s budget if they are willing to share it. Summarise what you heard and suggest a few suitable options. Link each feature to the customer’s stated needs, and explain any limitations before the purchase. If no product meets an essential requirement, say so directly.

For the current consultation, a brief working note is enough, for example: “backpack; laptop of these dimensions; daily commute; agreed budget.” We recommend not adding names, phone numbers, descriptions of the customer’s appearance, or assumptions about them to such notes, and not keeping them after they are no longer needed.

How the manager checks. Ask the salesperson to explain which specific customer requirement informed each product recommendation. If the answer is just “this product is popular,” repeat the exercise and practise clarifying the customer’s needs.

At the same time, a brief consultation should still leave the customer with access to the information they are entitled to receive. Under Article 15 of Law of Ukraine “On Consumer Protection”, necessary, accessible, reliable, and timely information must be provided before the product is purchased. This includes information about the product’s main features, price and purchase terms, safe use, and warranty obligations. Specific product categories may be subject to additional information requirements.

3. Promising availability or compatibility without checking

Saying “it will definitely fit” without checking the model, size, or technical requirements can lead to the sale of a product that does not meet the customer’s needs. It is also a good idea to verify a stock record against the specific storage location and confirm that the correct product can actually be handed over.

Dialogue example. Customer: “Will this charger work with my laptop?” Salesperson: “Let’s check your exact laptop model and its power requirements. I’ll compare them with the charger’s documentation. I can’t confirm compatibility based on the connector shape alone.” If the necessary information is not available: “I can’t confirm it just yet. If you can show me the product label or manual, we can check further.”

To check availability, an appropriate response would be: “Our inventory shows this size at this store. I’ll check the shelf and bring it to you.” If the product cannot be found, the salesperson should tell the customer there is a discrepancy and offer to check another item or another store, if that option is available.

Guideline for sales staff. First identify the exact product code, model, size, or other distinguishing feature. Check stock at the right location, and verify compatibility using the documentation for the relevant products. Use photos to identify a product; confirm technical conclusions against its specifications. If you do not have enough evidence, explain what still needs to be checked and do not make guarantees on your own.

How the manager checks. Give the salesperson two similar-looking products with different product codes and a compatibility question with incomplete details. Check whether they verified the correct item, found a source for its specifications, and explained what they could not confirm.

4. Pressuring the customer to buy and inventing urgency

Statements such as “it’ll be gone tomorrow” or “you won’t find this price again” need to be backed up. Customers also need to know the price of the product they chose, what the price includes, and the terms of the offer. Giving them the price only after they have agreed to buy is too late.

Illustrative dialogue example. Salesperson: “We’ve checked the size and what’s included. This option costs UAH 1,200, which is the full amount due. There are no additional required purchases. Would you like me to complete the sale, or would you like to compare it with something else?” Customer: “I’ll think about it.” Salesperson: “Of course. If you like, I can write down the product code and model name.”

If the customer asks about a promotion, the salesperson should check its terms: “I’ll check the promotion period and any restrictions.” They should then state only the terms they have confirmed. A promise to hold the price or set the product aside should be made only if the store has actually approved those arrangements.

Guideline for sales staff. Before payment, confirm the product, quantity, what is included, the full amount due, and any agreed paid services. Offer to complete the purchase, then give the customer time to respond. If the price in the inventory system differs from the price tag, stop the transaction, contact the responsible employee, and explain the situation to the customer before taking payment.

Under Article 15, paragraphs 3–6 of Law of Ukraine “On Consumer Protection”, the price must include all taxes and mandatory charges payable by the consumer. If a store offers several goods, services, or pieces of work for one price, or allows a customer to buy another product at a discount, the salesperson must explain what the offer includes and costs, how to accept it, how long it is valid, and any restrictions, including quantity limits.

For a single-price offer, the separate prices of the goods, services, or work must also be stated. A store may describe an offer as a “discount,” “reduced price,” or similar only if it sells the products directly, the offer runs for a defined, limited period, and the price is lower than usual. After publicly announcing a discount, the store must tell the customer the original price and the reduced price.

How the manager checks. In a role-play, the customer asks for time to think and asks when a promotion ends. The manager checks the source of the information about its end date, whether the full price was stated, and how the salesperson responds to the customer’s decision to put off the purchase.

5. Offering unnecessary add-ons without permission

An additional offer should relate to what the customer needs. If a salesperson adds an accessory to a purchase without agreement or repeats an offer after the customer declines, they make the customer check what is in the order and remove anything they did not want.

Dialogue example. Salesperson: “The manufacturer recommends a care product for the footwear you’ve chosen. Would you like me to show you a compatible option and tell you the price?” Customer: “No, I already have one.” Salesperson: “Of course. I’ll complete the sale for the footwear only.” If the customer agrees, the salesperson checks whether the product is suitable, states its price separately, and gives the total purchase price.

Guideline for sales staff. Explain how the customer could use the add-on for their needs, and ask permission to show it. If they decline, end the offer. Make sure to explain separately if a component not included in the package is necessary to use the main product: the customer should know this before choosing and paying.

Illustrative numerical example. The main product costs UAH 1,200 and an optional accessory costs UAH 180, for a total of UAH 1,380. The salesperson states both prices and the total, and adds the accessory only after the customer agrees.

How the manager checks. In the exercise, the customer declines the add-on. The manager checks whether the salesperson stopped making the offer and left only the agreed product on the sales document. The number of accessories sold does not in itself show the quality of a consultation.

6. Sending a customer with a complaint to another employee without an explanation

Saying “that’s not my department” leaves the customer without a next step. Sales staff need a clear process: listen to the request, clarify what the customer wants, check their documents, and involve an employee authorised to review the matter. They should not determine the cause of a fault solely from the customer’s description or a visual inspection.

Dialogue example. Customer: “The product stopped working. I want my money back.” Salesperson: “Could you tell me when you bought it and what exactly is happening? Please show me your receipt or other payment document. If the product has a warranty period, please also show me its technical passport or an equivalent document marked with the date of sale. I’ll ask the responsible employee to join us so we can record your request and explain how it will be reviewed.”

When handing over the request, the salesperson briefly repeats it in the customer’s presence: “The customer says the device won’t turn on and is requesting a refund. They have provided their documents.” The responsible employee checks the legal grounds, records receipt of the product where necessary, and explains the next steps. If the customer does not have a paper receipt, first check whether an electronic payment document is available.

Under Article 8, paragraph 11, claims concerning medicinal products and medical devices require the payment document specified in the Law of Ukraine “On the Use of Cash Register Equipment in Trade, Public Catering and Services.” For technically complex household goods, the customer must provide such a payment document and the technical passport or an equivalent document marked with the date of sale.

Guideline for sales staff. Distinguish between a request about a product of proper quality that did not suit the customer and a request about a defective product. Record the facts and the customer’s request without judging their behaviour. Pass the request to a specific employee, and tell the customer what will happen next and the agreed method for receiving a response. Do not promise a refund before checking the grounds, and do not refuse a request just because of an internal software restriction.

How to explain exchange and return terms

Under Article 9 of Law of Ukraine “On Consumer Protection”, a consumer has the right to exchange non-food goods of proper quality for an equivalent product at the store where they bought them, if the item does not suit them in shape, dimensions, style, colour, or size, or cannot be used for its intended purpose for another reason. The exchange period is 14 days, excluding the day of purchase, unless the seller has announced a longer period.

The item must be unused, with its appearance, consumer properties, seals, and tags intact, and the customer must provide the relevant payment document, including an electronic one. Goods of proper quality that appear on the list approved by the Cabinet of Ministers of Ukraine are not eligible for exchange or return under Article 9. Before making a decision, the responsible employee should check the product against the official list.

If an equivalent product is not available at the time of exchange, Article 9 lets the customer choose another product with the price adjusted, cancel the contract and receive a refund, or wait for an equivalent product to arrive. If the customer chooses to wait, the seller must notify them on the day the product becomes available for sale. If the contract is cancelled, the refund is calculated using the product price at the time of purchase.

The money is returned on the day the contract is cancelled; if that is not possible, by a date agreed by both parties, but no later than seven days. Sales staff should therefore avoid promising an unconditional return of any product of proper quality within 14 days.

Products with defects are covered by Article 8 of this Law. During the warranty period, it provides for claims to reduce the price proportionally, remedy defects free of charge, or reimburse the cost of remedying them. If a material defect attributable to the manufacturer, seller, or service provider, or a counterfeit, is found during the warranty period, the customer may choose to cancel the contract and receive a refund or have the product replaced.

Where necessary, these circumstances must be confirmed by an expert opinion. If the cause of the loss of quality needs to be established during the warranty period, Article 17, paragraph 4 of this Law requires the seller, manufacturer, or service provider to arrange an expert examination within three days of receiving the customer’s written consent. They pay the initial cost of the examination. If it establishes that the defects arose after the product was handed over because the customer failed to follow the rules for its use, storage, or transport, or because of the actions of third parties, the customer’s claims are not upheld and they must reimburse the cost of the examination.

The customer and the seller, manufacturer, or service provider may challenge the findings in court. A seller should not treat every fault as a material defect. If a customer asks for a replacement or refund because of a material defect, the responsible employee should check all the criteria in Article 1, paragraph 12 of Law of Ukraine “On Consumer Protection”. A material defect makes the product impossible or unacceptable to use for its intended purpose, is attributable to the manufacturer, seller, or service provider, and appears again after it has been remedied for reasons outside the consumer’s control.

It must also have at least one of these three characteristics: it cannot be remedied at all; remedying it takes more than fourteen calendar days; or it makes the product substantially different from what the contract provides. A report that something is not working is not enough by itself to establish a material defect. If the claim is based on the product being counterfeit, the separate ground under Article 8, paragraph 1 applies, without requiring proof of a material defect.

A seller must accept a product of improper quality; directing the customer to a service centre without accepting their request does not replace the seller’s obligations. The seller or manufacturer pays to deliver bulky goods or goods weighing more than five kilograms to the seller and return them to the customer.

The responsible employee should explain the deadline for handling the specific claim. The seller or another service provider responsible for repairs must remedy defects free of charge within 14 days of the product being presented, unless the parties agree to a different period. Record the date and the customer’s request when accepting the product. Before concluding that the warranty period has expired, check the documents and the rules in Article 7 of this Law.

For seasonal goods, the warranty starts at the beginning of the relevant season set by the Cabinet of Ministers of Ukraine. If the contract was made before the product was delivered, the period starts on the delivery date. If the product needs special installation, connection, or assembly, it starts when those steps are completed. If the relevant date cannot be established, or the customer had the product before the contract was made, the period starts on the date of the contract.

A warranty repair extends the warranty by the time the product is being repaired, counted from the date the customer requested that the defect be remedied. After a replacement, the warranty period starts again. If no warranty period or shelf life has been set, the customer may make the relevant claims for the product if defects are found within two years of the date it was handed over.

If the product is on the list for which a replacement fund is provided, a product of the same brand, regardless of model, must be supplied and delivered to the customer during the repair upon their written request. Before providing a replacement product during a repair, the responsible employee should check the separate list of goods included in the replacement fund. This list is separate from the list of goods of proper quality that cannot be exchanged or returned.

Article 8, paragraph 9 also provides for a penalty of one percent of the product’s value for each day the replacement product is delayed, and for each day the repair takes longer than the deadline. A justified replacement claim must be fulfilled immediately if the product is in stock. If its quality needs to be checked, it must be fulfilled within 14 days or within a period agreed by both parties.

If the product is out of stock, the replacement deadline is two months from the date of the request. If replacement is not possible within that period, the customer may make another claim provided for in Article 8. When replacing the product with one of the same brand, model, product code, and version, a price change is not taken into account. If the replacement is for a different brand, model, product code, or version, the value of the defective product for the price adjustment is based on its price at the time of exchange if that price has increased, or at the time of purchase if it has decreased.

If the contract is cancelled because the product is of improper quality, the refund is calculated using the product’s price at the time the claim is made if the price has increased, or the price at the time of purchase if it has decreased. The money is returned on the day the contract is cancelled or, if that is not possible, by a date agreed by both parties, but no later than seven days.

A seller may refuse to uphold claims under Article 8 if they prove that the defects arose because the customer failed to follow the rules for use or storage. The customer has the right to take part in the quality inspection in person or through a representative. After the warranty period has expired, the customer may ask the manufacturer or seller to remedy defects caused by the manufacturer free of charge during the product’s stated service life or, if none has been set, within ten years.

If this claim is not fulfilled within the period set out in Article 8, paragraph 9, paragraph 10 allows the customer to choose another claim under paragraph 1 of this Article. The responsible employee should check whether the conditions for that claim are met. For used non-food goods sold through retail consignment businesses, paragraph 2 sets a separate condition: claims under paragraph 1 are upheld with the seller’s consent if the warranty period has not expired.

For unfit food products, paragraph 8 of this Article provides for replacement with a suitable product or a refund.

How the manager checks. Practise a request about a product of proper quality that did not suit the customer and a separate request about a defective product. The salesperson should clarify the facts, accept the request, and pass it to the responsible employee correctly. The manager checks whether the customer was told the grounds for the decision and the next steps.

How to check stock and prices and process sales and returns in Torgsoft

If the manager has given the salesperson access to the “Склад → Стан складу” (“Warehouse → Stock Status”) mode, they can use it to check the recorded quantity, size, and sale price before confirming availability. If they do not have access, an employee with the relevant permissions can perform the check. From there, they can open the product card to verify the product name and code; a photo is shown if one has been added.

Before confirming availability, check the selected warehouse and the date in the “Стан на дату” (“Status as of date”) filter: the form shows the product quantity as of the selected date. Then check the actual product before promising to hand it to the customer. Working with multiple accounting centres depends on the Torgsoft licence: “Старт” (“Start”) includes one accounting centre.

In the “Реалізація” (“Sale”) form, the salesperson adds the product and checks the quantity and amount due. The search method depends on the “Налаштування → Параметри → Облік → Пошук товару” (“Settings → Parameters → Accounting → Product Search”) setting: for example, when “За артикулами” (“By product codes”) is selected, products are searched by product code. To display photos, enable this in the form’s “Вид” (“View”) menu.

If the search returns several products, the correct option must be selected. Before payment, it is a good idea to check the items with the customer once more. A sales record in the accounting system and a non-fiscal printout do not by themselves confirm that the obligation to provide the proper payment document has been met. Under Article 8, paragraph 11 of Law of Ukraine “On Consumer Protection,” the seller must issue that document or create it electronically no later than when the product is handed over to the customer.

Before handing over the purchase, check that the document has been prepared and provide it to the customer in the manner prescribed by law.

To record an agreed return, in the “Повернення” (“Return”) form, staff can find the sale using the barcode of a receipt created in Torgsoft, or select the relevant sale, enter the products and quantities, and process the refund. The software can be configured with a maximum return period, so the manager should align the setting with work procedures: a software message that the period has expired does not by itself determine the customer’s rights. In the “Повернення” (“Return”) form, the “Фіскальний реєстратор” (“Fiscal Register”) button is available after the optional “Інтеграція з фіскальним реєстратором” (“Fiscal Register Integration”) feature is activated.

How managers can check the new guidelines in one week

We recommend starting with short role-play exercises during work hours. The manager or a colleague plays the customer, the salesperson conducts the consultation, and then the participants discuss one specific action and repeat the difficult part. Use the same scenarios for everyone and explain the assessment criteria in advance.

For each criterion, “completed,” “repeat needed,” or “situation did not arise” is enough. Assess the specific action and look for the cause of any difficulties together. For example, an error in confirming availability may mean that stock records or access to data need fixing, as well as further training for the salesperson.

1. Day 1. Explain the guidelines and check that staff can access prices, product details, and the complaint handling process. Run the first role-play exercises.
2. Days 2–3. Practise opening the conversation, clarifying needs, and checking products. After each exercise, repeat the dialogue with the corrected action.
3. Days 4–5. Practise stating the full amount, responding to a refusal of an add-on, and passing on a complaint. The manager may also assess a small number of work consultations, agreed with the employees, without audio or video recording or collecting customer data.
4. Day 6. Review common difficulties with employees individually. Correct any discrepancies found in price tags, product cards, or the process for passing on customer requests.
5. Day 7. Repeat the initial exercises, compare the results, and choose one skill to keep practising.

Use simple measures for the calculations: the share of consultations in which availability was checked, out of those where it was asked about; the share of purchases with the full amount stated, out of the transactions checked; and the share of requests where the next step was explained, out of those reviewed. Always show the number of cases so that readers can see when a sample is small.

Illustrative numerical example. If the full amount due was stated in 16 of the 20 transactions checked, the rate is 16 ÷ 20 × 100 = 80%. For the four cases where it was missed, the manager should find out why and repeat the relevant exercise. This result describes only the transactions that were checked.

We recommend using the week’s results for training and process improvements, without public rankings or penalties for mistakes made during training. Assess short-term changes in revenue together with product availability, prices, and visitor numbers: one week is not enough to attribute the entire result to the new consultation approach.