People assume everything goes on sale sooner or later. If it's something they don't need right now, they might decide to wait for a sale even if the price is really good right now. It seems stupid if you know the company policy and you're 100% positive the price won't go lower. The customer doesn't know that.
It's also possible that while you checked the competitors' prices, the customer had a moment to think and decided they don't need/can't afford the product right now.