I have the following Table definition with sample data. In the following table, Customer Product & Date are key fields
Table One
Customer Product Da
You need to match your table against itself, as if there where 2 tables. So you use two aliases, o1 and o2 to refer to your table:
SELECT DISTINCT o1.customer, o1.product, o1.datum, o1.sale
FROM one o1, one o2
WHERE (o1.datum = o2.datum-1 OR o1.datum = o2.datum +1)
AND o1.sale = 'NO'
AND o2.sale = 'NO';
customer | product | datum | sale
----------+---------+------------+------
X | A | 2010-01-03 | NO
X | A | 2010-01-04 | NO
X | A | 2010-01-06 | NO
X | A | 2010-01-07 | NO
X | A | 2010-01-08 | NO
Note that I performed the query on an postgresql database - maybe the syntax differs on ms-sql-server, maybe at the alias 'FROM one AS o1' perhaps, and maybe you cannot add/substract in that way.