[GTM glossary](/glossary.md) LAIR objection handling Sales # LAIR objection handling In short LAIR is an objection-handling framework that stands for Listen, Acknowledge, Inquire, and Respond. It gives reps a four-step routine to turn buyer pushback into a useful conversation. It is a close cousin of LAER. The Inquire step plays the same role as Explore: dig into why the buyer raised the objection before offering a solution. ## The steps ### Listen Let the buyer finish and take note of the exact words they use. ### Acknowledge Confirm you heard the concern and respect it. ### Inquire Ask questions to find the root of the objection. "What would need to be true for this to work for you?" ### Respond Answer the underlying concern and propose a next step. --- ## Example in a call Buyer: "We already work with another vendor." Rep listens, then acknowledges: "That makes sense, switching is not trivial." Inquire: "What would have to be missing for you to consider adding another option?" The buyer mentions reporting limits. The rep responds with how the product handles reporting and suggests a side-by-side test. --- ## When to use it * **Price and timing objections:** Where a quick, structured reply keeps momentum. * **Live calls:** The steps are short enough to run in conversation. * **Coaching:** Reps can practice and review each step separately. --- ## How it differs from similar frameworks LAIR and LAER differ only in one word, Inquire versus Explore. LACE swaps in Clarify and Explain. LAARC adds a confirm step. In practice, teams get more from consistent use of any one of them than from debating the names. --- ## Common mistakes * **Skipping the listen step:** Replying before the buyer finishes makes the answer miss the real concern. * **Treating it as a script:** Buyers notice recited lines. Use your own words. * **Not asking for the next step:** A good response should end with a question or a clear action. * **Solving the wrong objection:** The first objection is often a stand-in. Ask a follow-up to find the real one. --- ## LAIR objection handling FAQs **What does LAIR stand for in sales objection handling?** LAIR stands for Listen, Acknowledge, Inquire, and Respond. It is a four-step framework for handling buyer objections. Reps listen, show understanding, ask about the root concern, and then answer that specific concern. **How is LAIR different from LAER?** They are nearly identical. LAIR uses Inquire and LAER uses Explore for the third step. Both ask the rep to ask questions about the cause of the objection before responding. The names differ more than the method does. **How do you apply the LAIR method in a sales call?** Listen without interrupting, acknowledge the concern, ask a question that uncovers why it matters, and respond to the root cause with evidence or an option. End by proposing a clear next step. **Which objection handling framework should my team use?** Pick one that is simple enough for reps to use naturally, such as LAIR, LAER, LACE, or LAARC. They share the same principle of understanding before answering. Consistent coaching on one framework matters more than which one you choose. Share term --- ## More related phrases * [ARC objection handling](/glossary/arc-objection-handling.md) * [Feel, Felt, Found](/glossary/feel-felt-found.md) * [GPCTBA/C&I](/glossary/gpctba-c-and-i.md) ## Similar phrases * [LAER objection handling](/glossary/laer-objection-handling.md) LAER is an objection-handling framework with four steps: listen, acknowledge, explore, and respond. It encourages reps to learn the real reason for an objection before replying. * [LAARC objection handling](/glossary/laarc-objection-handling.md) LAARC is an objection-handling framework with five steps: listen, acknowledge, ask, respond, and confirm. It adds a clarifying question before the answer so reps address the real concern. * [LACE objection handling](/glossary/lace-objection-handling.md) LACE is an objection-handling framework with four steps: listen, acknowledge, clarify, and explain. It helps reps understand the real concern before answering it. * [Objection handling](/glossary/objection-handling.md) Objection handling is the practice of understanding a buyer's concern, responding honestly, and moving the conversation forward without pushing or arguing. * [Sales objections](/glossary/sales-objections.md) Sales objections are concerns or reasons buyers give for hesitating to buy, such as price, timing, or need, and each one signals something to explore.