AS MOST SALESPEOPLE have learned, the real selling doesn’t start until the buyer says no. As a result, salespeople use a number of time-tested models for handling objections, such as LAIR (Listen, Acknowledge, Identify Objection, Reverse It), LACE (Listen, Accept, Commit, Explicit Action), LAARC (Listen, Acknowledge, Assess, Respond, Confirm), and Feel-Felt-Found.1 Some sales experts swear that if you just stay quiet for a few seconds, prospects will answer their own objections.2

These can all be very effective, and you certainly shouldn’t jettison whichever one is working for you. But if you’re not using stories as part ...

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