Hello Reader, Last week, we covered the eight biggest mistakes salespeople make when handling objections. Now, let’s talk about how to do it right. Every objection comes down to one of three things:
And if you want to handle objections effectively, you need a structured approach. That’s where the LAIR Method comes in… Now, objections are an inevitable part of sales, but they don’t have to be deal-breakers. The key is handling them the right way. Many salespeople panic, become defensive, or try to bulldoze through the objection, often losing the deal in the process. Instead, the LAIR method provides a structured approach that ensures you keep control of the conversation while addressing the prospect’s concerns effectively. LAIR stands for:
Let’s break it down: 1. Listen – The Power of SilenceWhen a prospect raises an objection, your first instinct might be to jump in and counter it immediately. But you should resist that urge. Instead, you should listen, not just to the words, but to the tone, body language, and underlying emotions behind the objection. Because often, prospects talk themselves out of their own objections. Someone might start by saying, "I'm not sure about the pricing," but as they talk through their concerns, they realise, "Actually, it might not be as bad as I thought." What to do:
Example: By simply listening, you give them the space to process their own concerns, often leading to an easier resolution. 2. Acknowledge – Show That You UnderstandOnce they’ve spoken, the next step is to acknowledge their concern. This is all about validating their feelings and making them feel heard. Too many salespeople make the mistake of brushing past objections or immediately going into defense mode. Instead, a simple acknowledgment like, "I really appreciate you sharing that," can make the prospect feel respected and build trust. What to do:
Example: Acknowledging their concern diffuses tension and makes them more open to the next step. 3. Identify – Dig Deeper Into the Real IssueNot all objections are what they seem on the surface. A prospect might say, "It’s too expensive," when the real issue is "I don’t see the value." Or they might say, "We need to think about it," when the real hesitation is "I’m not sure this will work for us." Your job is to identify what’s really holding them back. One of the best ways to do this is by labelling their concern. Basically, stating it back to them in a way that invites them to confirm or clarify. What to do:
Examples:
When you identify the real issue, it puts the prospect at ease because they feel understood. More importantly, it helps you get to the actual objection instead of battling surface-level excuses. 4. Respond – Ask the Right QuestionsThe final step is to respond, but not with a long-winded sales pitch. The best response is a question that gets to the root of their hesitation and moves the conversation forward. When you ask the right question, you shift the conversation from "Should we buy?" to "What needs to happen for this to make sense?" What to do:
Examples:
By responding this way, you turn objections into opportunities for conversation, helping your prospect move closer to a decision. Using the LAIR method ensures that you’re leading the conversation without being pushy. Instead of viewing objections as roadblocks, you treat them as stepping stones which guide the prospect toward a solution that works for them. Remember:
When you apply this consistently, you’ll not only overcome objections but also build trust, credibility, and stronger relationships, leading to more closed deals and long-term success. So, handling objections shouldn’t be seen as a roadblock or something to fear. Instead, you should acknowledge the fact that objections are a natural part of the sales process. Once you accept that, you should be happy to receive objections because it’s a real chance to use them to your advantage by squashing them and closing the prospect. And when you use LAIR, you’ll find it that much easier to accomplish. Which objection do you hear the most? Hit reply and let me know. James How would you rate this edition? 🤏🏻 So-So |
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