LAER: Listen, Acknowledge, Explore, Respond
When a buyer pushes back, let them finish, acknowledge the point, ask what is behind it, and only then respond.
A training model from a sales consultancy; sensible and widely used, but not tested in published studies.
Why it works
The first objection is often not the real one. Asking what is behind it finds the true concern, and acknowledging first stops the talk from turning into an argument.
How to do it
- Listen: let them finish without jumping in.
- Acknowledge: say it is a fair point, without agreeing it is true.
- Explore: ask one question about what lies behind it.
- Respond: answer the real concern in about three sentences, with proof.
- Check: ask whether that answers it.
What to say
That's a fair point.
When you say it's expensive, compared to what?
Can I ask what's behind that?
Does that answer your concern?
Avoid
Answering the objection the moment you hear it. You will often answer the wrong one and sound defensive.
Example
A Kochi spice exporter said agencies never understood his business. Lakshmi asked what had happened. He told her about a quality head who left in two months. Her answer was about her screening for spice trade experience, not about her fee.
Practise it
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