{"id":331,"date":"2018-01-06T20:00:48","date_gmt":"2018-01-06T20:00:48","guid":{"rendered":"http:\/\/sellingsherpa.com\/?p=331"},"modified":"2018-01-08T01:53:27","modified_gmt":"2018-01-08T01:53:27","slug":"using-the-laerc-b2b-sales-objection-handling-framework","status":"publish","type":"post","link":"https:\/\/sellingsherpa.com\/index.php\/2018\/01\/06\/using-the-laerc-b2b-sales-objection-handling-framework\/","title":{"rendered":"Using the LAERC B2B Sales Objection Handling Framework"},"content":{"rendered":"

If you were to ask B2B sales professionals to name the most popular qualification framework, most would immediately reply, \u201cBANT” which stands for budget, authority, need, & timeline. BANT, originally created by IBM, remains popular despite the efforts of countless consultants to brand permutations of synonyms for the 4-words (ex: ANUM = authority, need, urgency, money). \u00a0However, quite curiously, you would likely hear silence if you asked the same question about the most popular objection handling framework.<\/p>\n

My Google search for ‘sales objection handling framework’ surfaced the following: LAER, LIAR, AQPC, LQCRE, LAARC, and ARC.\u00a0 Without even knowing what these acronyms stand for, you can already see a BANT\/ANUM-like profusion based on variations of the same letters.<\/p>\n

Of these frameworks, the earliest to appear was LAER which Jack Carew (seems to have) coined in his 1990 book entitled, \u201cYou\u2019ll Never Get No for an Answer<\/a>.\u201d [Note that many misattribute LAER to Hubspot<\/a> since they wrote about the framework without citing its provenance.]<\/p>\n

With one small addition and with credit to Mr. Carew, here is the LAERC framework<\/strong>:\u00a0<\/strong>(pronounced lay-erk)<\/p>\n

    \n
  1. Listen<\/li>\n
  2. Acknowledge<\/li>\n
  3. Explore<\/li>\n
  4. Respond<\/li>\n
  5. Confirm<\/li>\n<\/ol>\n

    Listen<\/h3>\n

    When encountering an objection, the first step is to listen. Listening means not only comprehending the text and subtext but also utilizing silence as a tool to encourage the prospect to elaborate.<\/p>\n