Dimensions of Professional Selling® – Invest in the Relationship – LAER:™ Bonding Process

Learn tools and strategies for building productive, long-term relationships and developing prospects into committed customers through excellence in communication. In this module, participants:

Learn a simple, defined and repeatable process – the LAER Bonding Process™ – to handle customer objections, defuse anger and overcome resistance to move forward in the sales process.
Understand how to be customer-centric and uncover opportunities within customer objections.
Adopt techniques to help you identify customer needs from their perspective and clarify their points of value more efficiently.

Here’s a recap of the LAER essentials!

Listen

Empathetic, attentive, non-judgmental listening is important to creating a safe climate in which the customer can express his or her feelings.
The customer must be allowed sufficient time to express his or her thoughts without interruption.
Non-judgmental listening demonstrates concern for the customer’s objection, without preconceived judgments or overreaction.

Acknowledge

Acknowledging takes the form of a supportive statement, a restatement of the issue, or some positive nonverbal gesture, such as a nod of the head or a facial expression that denotes interest.
Acknowledging demonstrates understanding and involvement in an authentic way.

Explore

The purpose is to identify and understand the specific issues underlying the customer’s resistance, lack of understanding, or reluctance to make a buying decision in the salesperson’s favor.
Is NOT probing or interrogating

Respond

The response is an appropriate answer to the customer’s objection: a recommendation, an alternative, a solution, or a next step designed to address the customer’s concerns and close the transaction.