The secret to handling objections like a pro

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:

1. They need more information.
2. They don’t yet see enough value.
3. They don’t see enough of a reason to change.

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:

• Listen
• Acknowledge
• Identify
• Respond

Let’s break it down:

1. Listen – The Power of Silence

When 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:

• Stay silent and let them speak.
• Pay attention to their words and non-verbal cues. Are they hesitant? Confused? Nervous?
• Resist the temptation to interrupt. Let them fully express their thoughts.

Example: Prospect: "I just don’t know if the cost makes sense for us right now." You: (nods silently, maintaining eye contact, waiting for more). Prospect: "I mean, it is a big investment, but I know we need to solve this problem soon."

By simply listening, you give them the space to process their own concerns, often leading to an easier resolution.

2. Acknowledge – Show That You Understand

Once 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:

• Express appreciation for their honesty.
• Avoid dismissing their concern or jumping straight into problem-solving.
• Use empathetic language.

Example: Prospect: "I’m not sure your solution will integrate with our current system." You: "I completely understand. Making sure everything works together is a huge priority, and it’s great that you’re thinking about that upfront."

Acknowledging their concern diffuses tension and makes them more open to the next step.

3. Identify – Dig Deeper Into the Real Issue

Not 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:

• Repeat or paraphrase their objection to confirm understanding.
• Label the issue in a neutral, non-confrontational way.
• Watch their reaction. Do they nod in agreement, hesitate, or correct you?

Examples:

• "It seems like I haven’t fully convinced you of the value yet."
• "It sounds like you’re unsure if we’re the right fit for your needs."
• "It seems like timing might be a concern for you right now."

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 Questions

The 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:

• Respond with a well-structured, open-ended question.
• Guide the conversation toward a solution rather than pushing the sale.
• Keep it natural. Don’t sound rehearsed or robotic!

Examples:

• "It sounds like you’re unsure if the pricing aligns with the value. What would you need to see to feel confident in this investment?"
• "What’s the most important factor for you in making this decision?"
• "If we could address [specific concern], would that give you the confidence to move forward?"

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:

• Listen to what they’re really saying.
• Acknowledge their concern with empathy.
• Identify the true issue beneath the surface.
• Respond with a smart, strategic question.

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