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LAER – The Communication Framework
Listen
Acknowledge
Explore
React
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V5 LEAR INTRO VIDEO – Part 1
Why Most Sales Conversations Fall Apart?
Most salespeople think they lose deals because of price.
Usually… that’s not true.
Most deals fall apart because the customer doesn’t feel heard.
And when people don’t feel heard…
They stop listening.
That’s why one of the most powerful communication systems I was ever taught is called LAER.
Listen.
Acknowledge.
Explore.
React.
And here’s the key:
Most salespeople skip straight to React.
The customer says something…
And boom — we immediately try to answer, defend, explain, or close.
But great communicators slow it down.
First… they listen.
Then they acknowledge.
Then they explore deeper.
And only then…
do they react.
LAER works:
• in sales,
• in objections,
• in relationships,
• and honestly… in life.
Over the next few videos…
we’re going to break down each part of the LAER framework…
and show you how to use it in real conversations.
Because when customers feel heard…
trust goes up.
And when trust goes up…
close rates follow.
Let’s dig in…
and let’s get crackin’.
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A – Acknowledge
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This step is where most tension disappears.
Because people want validation before solutions.
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Acknowledging doesn’t mean agreeing.
It means recognizing how the customer feels.
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Instead of:
“That’s not true.”
Say:
“I can understand why you’d feel that way.”
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Instead of:
“Our rates are competitive.”
Try:
“I understand price is important — especially right now.”
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That one shift changes the entire tone of the conversation.
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When people feel challenged…
they get defensive.
When people feel understood…
they stay engaged.
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Don’t fight the objection.
Acknowledge the concern.
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Because acknowledgment builds trust.
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E – Explore
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This is where the real conversation happens.
Because surface objections are rarely the full story.
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So instead of reacting immediately…
ask questions.
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“What’s most important to you?”
“Tell me more about that.”
“When you say expensive… compared to what?”
“What concerns you the most?”
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Now the customer starts explaining.
And the more they explain…
the more clarity you get.
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Exploring does two things:
1. It uncovers the real issue.
2. It makes the customer feel heard.
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And here’s the magic:
Sometimes customers talk themselves into the solution.
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Questions create conversations.
Conversations create trust.
Trust creates sales.
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R – React
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NOW you respond.
Not too early.
Not emotionally.
Not defensively.
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Now you react with clarity… confidence… and purpose.
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Because you listened.
You acknowledged.
You explored.
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Now your response actually fits the situation.
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This is where you:
• educate,
• guide,
• clarify,
• and help the customer make a decision.
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Not pressure.
Not argue.
Help.
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Most people react too fast.
Professionals slow the conversation down.
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LAER is not a script.
It’s a framework.
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And when you master it…
your conversations change,
your confidence grows,
and your close rate follows.
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Let’s go to work…
and let’s get crackin’. ????