Intro:
Objections derail most sales conversations because reps rush to “overcome” them. But the truth is, objections aren’t rejection — they’re invitations to slow down, listen, and build trust.
That’s where the LAIR framework comes in.
Listen Actively
Don’t interrupt. Pay attention not only to what’s said, but also how it’s said. Active listening surfaces hidden signals.
Acknowledge
Restate the objection in your own words. “So what I hear you saying is…” This shows respect and validates the buyer’s concern.
Inquire
Treat the objection as a chance to return to discovery. Ask open-ended questions until you uncover the real barrier.
Respond
Only after you’ve listened, acknowledged, and dug deeper should you answer. And your response should always reframe back to value.
👉 Download the Quick Wins: Objection Handling PDF here.
Conclusion:
Objections don’t kill deals — poor handling does. Train your team to treat objections as opportunities, and you’ll see more deals advance and close.
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