website and linkedin banner objections #4

lunch and learn imagePlease don’t forget to submit your request for Michael’s complimentary Lunch and Learn. He offers one per month. We are now scheduling for September. The deadline for submission is August 5th. Topics can be found on the Custom Solutions website, on the Speaking Engagements Page.

E-Mail Charmine Bunker at if you’d like to submit a request.

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In my last blog, I shared with you the “A” step in my LACE process for handling questions and concerns. In today’s blog, I’ll share with you the “C” step.

The “C” is a common step in many objection handling processes. It is to “Clarify their Question or Concern”. As a reminder, we’re viewing these as questions or concerns versus objections. Our goal is to try and get to a place that works for both parties.

Once you have gotten your customer or client to share all of their questions or concerns, you want to clarify what you’ve heard. Your goal is to make sure you’ve captured all of their questions and concerns and fully understand what they mean by each of them.

You want to be sure you know what they meant by their question or concern versus how you understood it through your filter. It doesn’t mean you to need to clarify all. If for example one of their questions is “Does your product come in blue?” you don’t need to say “So you want to know if our product comes in blue.” If they ask something like “I’m concerned about your pricing” you are going to want to gain clarity as to what they mean.

You are going to want to ask open ended questions to find out their interpretation. For example, you may want to ask “Can you share what about our pricing concerns you?” Make sure you don’t provide them options. You want their words. For example you don’t want to ask “What about our pricing concerns you? Do you think it’s too high?” If they think it’s too high, you want them to tell you without you leading them. Let the question be completely open ended. You don’t want to make it a multiple choice.

Clarifying is an important step because if you start answering and have misinterpreted their question, you can irritate them and they can feel as though they weren’t heard. Plus you may end up sharing information that at best is irrelevant and at worst can hurt you.

It can be an easy step to miss as we may think we do understand what they meant yet in their mind their question or concern was completely different. An associate of mine and I were teaching a workshop and one of the attendees asked my associate a question. It seemed fairly straight forward and she spent a couple of minutes answering it. At the end, she did the right thing and asked “Does that answer your question?” They said no. She smiled as she realized she hadn’t fully clarified their question before responding.

Upon completion of the “C” stage of LACE, you should have all of their questions and concerns on the table and have clear understanding of those questions and concerns. Then and only then can you proceed to the “E” step. We’ll cover that step in our next Blog.


Michael Levin is President and CEO of Custom Solutions Inc.  He is an accomplished Coach and Speaker, sharing his unique and high impact philosophies and processes in the areas of Sales and Leadership along with Presentation Skills. His clients include Pepsi Cola, Oracle, Clorox, McKesson, New Belgium Brewery, Cal Weld, Hexcel, as well as a significant number of other firms of all sizes.
He has launched multiple product and service companies and grown them into multi-million dollar entities.  His products have been sold in every major retail drug and mass chain in the country and been featured and recommended in “O” Magazine.
Michael is the author of “Sitting on the Same Side of the Table:  The Art of Collaborative Selling.” He is also a co-author of Jack Canfield’s (author of Chicken Soup for the Soul) upcoming book, “The Road to Success”.  He has appeared on numerous TV and radio shows around the country sharing his knowledge and processes and has been featured in Entrepreneur Magazine.
Don’t miss his inspirational and motivational talk “Let Them See You Sweat” based on his upcoming book through Rockstar Publishing. A Speakers Packet and videos are available for review.
You can find out more information about Michael and his company at Michael can be reached at