Addressing Concerns and Earning Commitment

What is LAARC?
An acronym for Listen, Acknowledge, Asses, Respond and Confirm that
describes an effective process for salespeople to follow to overcome sales
resistance.
Listen- Salespeople should listen to what their buyers are saying. They should never
anticipate what the buyer will say or cut them off. Buyers are trying to tell the
salesperson something that they consider important.

Acknowledge- When buyers complete their statements salespeople should

acknowledge that they received the message and that they appreciate and understand
the concern. Before responding the salespeople need a better understanding about
what their buyers are saying. They need to show the buyer that they appreciate other
peoples opinions and compose their thoughts.

Respond-Based on the understanding of what and why is the buyer resisting, the
salesperson can respond to the buyers resistance. Traditional methods for response
include forestalling, direct denial, indirect denial, translation, question, third-party
reinforcement, and coming to that.

Asses- This is similar to the assessment in the adopt process of questioning.

Salespeople should ask assessment questions to gain better understanding of what
exactly their buyer is saying. When this information is gained salespeople are better
able to make a meaningful response.

Confirm- After responding the salesperson should ask response check questions to
make sure the buyers concerns have been adequately met. Once confirmed the
presentation can proceed.

The LAARC method is customer-oriented ay to keep the sale dialogue positive.

Professional sellers today want to keep the dialogue open and build goodwill by adding
value to their proposition.

RECOMMENDED APPROACHES FOR RESPONDING TO OBJECTIONS

Forestalling- A response to buyer objections in which the salesperson answers
the objection during the presentation before the buyer has a chance to ask it.
Direct Denial- A response to buyer objections in which the salesperson tells the
customer that he or she is wrong.
Indirect Denial-A response to buyer objections in which the salesperson takes a
softer more tactful approach when correcting a prospect or customers
information.
Translation or Boomerang- A response to buyer objections in which the
salesperson converts the objection into a reason the prospect should buy.
Compensation- A response to buyer objections in which the salesperson
counter balances the objection with an offsetting benefit.
Questioning or Assesing- A response to buyer objections in which the
salesperson asks the buyers assessment questions to gain a better
understanding of what they are objecting to.
Third-party reinforcement- A response to buyer objections in which the
salesperson uses the opinion or data from a third party source to help overcome
the objection and reinforce the salespersons points.

SECURING COMMITMENT AND CLOSING

Guidelines for Earning Commitment Earning commitment or gaining commitment is
the culmination of the selling process.

Commitment Signals Favorable statements a buyer makes during a sales

presentation that signals a buyer commitment.
Ex. I like the size , That will get the job done, and The price is lower than I thought it
would be.

Techniques to Earn Commitment

1. Ask for the order/direct commitment A selling technique in which the
salesperson asks the customer directly to buy.
2. Legitimate Choice/Alternative Choice A selling technique in which the
salesperson asks the prospect to select from two or more choices during a sales
presentation.

3. Summary Commitment A selling technique in which the salesperson

summarizes all major benefits the buyer the buyer has confirmed over the course
of the sales call.
4. The T-Account or Balance Sheet Commitment A selling technique in which a
salesperson asks the prospect to brainstorm reasons on paper of how to buy and
why not to buy.
5. Success Story Commitment A selling technique in which a salesperson
relates how one of his customers had a problem similar to the prospects and
solved it by using the salespersons product.

Traditional Methods

Standing-Room Only Close A sales closing technique in which the

salesperson puts a time limit on the client in attempt to hurry the decision to
close.
Assumptive Close A sales closing technique in which the salesperson
assumes that an agreement has been reached and places the order form in front
of the buyer and hands him/her a pen.
Fear or Emotional Close A sales closing technique in which the salesperson
tells a story of something unfavorable if the purchase is not made.
Continuous Yes Close A sales closing technique that uses the principle that
saying yes gets to be a habit; the salesperson ask a number of questions
formulated so that the prospect answers yes.
Minor-Points Close A sales closing technique in which the salesperson seeks
agreement on relatively minor issues associated with the full order.