LAARC: A Guide to Effective Objection Handling in Sales

Viktor Kessler
September 28, 2023
min. read

Sales can be a tricky business. No matter how skilled a salesperson may be, objections from potential customers are inevitable. The ability to effectively handle these objections can make or break a sale. That's where LAARC comes in. LAARC stands for Listen, Acknowledge, Assess, Respond, and Confirm, and it is a proven framework for handling objections in sales. 

In this guide, we'll dive into each step of the LAARC framework, providing the tools and techniques you need to handle objections and close more sales confidently. Whether you're a seasoned sales professional or just starting out, this guide is a must-read for anyone looking to improve their objection-handling skills. So, let's get started!

What is LAARC?

LAARC is a framework that will help you handle sales objections effectively. The acronym stands for Listen, Acknowledge, Assess, Respond, and Confirm. Each step of the LAARC process is crucial for guiding the conversation toward a positive outcome and helping the salesperson understand the customer's concerns. An easy way to remember each step is by remembering that they are actions for an outcome.

  1. Listen

The first step of the LAARC framework is to listen carefully to the customer's objection. It's important to let the customer fully express their concerns without interruption or trying to change their mind. When a potential client raises an objection, you’ll be tempted to jump in with a response right away. But, it's important to take a step back and listen to what they're saying. This will allow you to fully understand their concerns and address them in a way that is tailored to their specific needs.

Active listening is a key component of this step. This means paying close attention to what the potential client is saying, asking clarifying questions, and demonstrating that you understand their point of view. By doing this, you show that you value their input and are committed to finding a solution that works for both parties.

  1. Acknowledge

Once you've listened to the potential client's objection, the next step is to acknowledge it. This means recognizing their concerns and showing that you understand where they're coming from. Acknowledging objections helps build rapport with potential clients and can make them more receptive to your response.

You can acknowledge objections in a number of different ways. Try repeating the objection back to the potential client to confirm that you understand it, or simply express empathy for their concerns. For example, if a potential client raises a concern about the price of your product, acknowledge their concern by saying something like, "I understand that the price is a concern for you."

  1. Assess

After you've listened to and acknowledged the potential client's objection, the next step is to assess it. This means evaluating the objection to determine its validity and whether it's a legitimate concern that needs to be addressed.

Assessing objections involves asking further questions to better understand the objection and determine its underlying cause. For example, if a potential client raises a concern about the quality of your product, ask questions to better understand what they're specifically concerned about. Or, if a customer is hesitant to purchase your product because they're unsure about how to use it, you could assess their objection by asking follow-up questions such as, "Can you tell me more about what specifically you're unsure about? Are you concerned about the installation process or the product's functionality?"

Asking these types of questions will allow you to determine whether the objection is valid and what steps you can take to address it.

  1. Respond

Once you've assessed the objection, the next step is to respond to it. This means providing a clear and concise answer that addresses the potential client's concerns and demonstrates the value of your product, service, or idea.

When responding to objections, it's important to be confident and clear in your communication. You should also be prepared to provide evidence or data to support your response. For example, if a potential client raises a concern about the effectiveness of your product, provide data or case studies that demonstrate its effectiveness. Also, if your prospect is concerned about the price of your product, you could respond by offering a discount, a free monthly trial, or highlighting your product's value proposition. Lastly, if a prospect is concerned about the functionality of a product, you can respond by offering additional training or resources to help the customer understand how to use the product effectively.

  1. Confirm

Your final step is to confirm that your prospect’s objection has been fully addressed and that they are satisfied with the proposed solution. This step helps to build trust and ensures that the customer feels heard and valued.

For example, you could confirm by saying, "Does this solution address your concerns? Is there anything else I can do to help?" Confirming that the customer's objection has been fully addressed helps to solidify the customer's trust and satisfaction with you and your product.

Confirming objections is an essential step because it ensures that there are no lingering concerns or objections that could prevent the sale from moving forward.

There are a number of ways you can confirm objections, depending on the situation. Some examples include:

  • Asking your potential client if their concern has been adequately addressed and if they have any further questions or objections.
  • Offering additional information or resources that might help to alleviate any remaining concerns the potential client may have.
  • Scheduling a follow-up call or meeting to check in with the potential client and ensure that they are satisfied with the proposed solution.

It's important to remember that confirming objections is not the same as closing a sale. While confirming objections can help to move the sales process forward, it's ultimately up to the potential client to decide whether they want to move forward with the sale. But, by effectively handling objections and confirming that they have been addressed, you can increase the likelihood of closing your sale and building a positive relationship with your potential client.

Use Notch to handle customer objections and gain trust from the start!

The LAARC framework is a powerful tool for handling sales objections effectively. By following each step of the framework, salespeople can build stronger relationships with their customers, increase customer satisfaction, and close more sales. Plus, with tools like Notch, building prospect trust becomes as simple as possible.

Notch is a revenue delivery platform where buyers and sellers can interact on different components of the deal, all while putting the focus on the buying experience – from the first offer to becoming an onboarded account. By doing so, we free up revenue teams to focus on their highest-value work, allowing the entire business to move faster. Sales teams get to stop using multiple tools such as email, Slack, Notion, Loom, and Docusign that only overwhelm their prospects. 

With Notch, everything sellers and buyers need to know and do is all in one place, creating a truly seamless sales experience from day 1!

Get a demo or explore Notch and get ready for the sales and buying process that puts you in the driver’s seat!

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