According to the LAARC method, what should a salesperson do immediately after acknowledging a buyer's objection?

The LAARC method, which stands for Listen, Acknowledge, Assess, Respond, and Confirm, is a structured approach for handling objections in sales. After acknowledging a buyer's objection, the next logical step is to assess the objection. This involves understanding the nature and validity of the objection raised by the buyer.

Assessing the objection allows the salesperson to dig deeper into the buyer's concerns, determine the underlying issues, and gauge the seriousness of the objection. This step is crucial because it helps in tailoring a specific response that effectively addresses the buyer's needs and apprehensions. By fully understanding the objection, the salesperson is better equipped to respond appropriately, thus maintaining engagement with the buyer and facilitating a path toward closing the sale.

In contrast, making a concession, providing a discount, or summarizing the presentation may not directly address the core issue of the objection. These actions are important in certain contexts but should ideally come after fully assessing the situation to ensure that they effectively resolve the buyer's concerns.