Client Focused Sales Program – Example Laces Module Preview

This page includes example content for one module/chapter within in the Client Focused Sales Program.  The full program contains 12 Modules with 3-5 Chapters within.



How we respond to resistance at any stage of the sales process, whether it be their misperceptions or legitimate concerns, will either drive the conversation forward into a solid business relationship, or it may do permanent damage if we fail to respond appropriately.


Example Video Chapter – Responding To Resistance: The Problem and Purpose


Example Learner Guide – Electronic Presentation

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Example Coaches Guide – Printed Workbook

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Example Frequently Asked Questions & Answers – On Website

By far, my most difficult and frequent type of resistance is around our Price, even when our customers acknowledge that we have a superior service/product to the competitor. How do I approach Price resistance with more confidence?

Answer: Your confidence and ability to directly address prospects and customers questions or resistance around your pricing is directed tied to your comfort and knowledge in telling a compelling financial story. It is imperative that we be able to understand and quantify the value of partnering with your organization beyond the acquisition price. The financial implications of any decision serve as a common language that will have particular relevance at the executive/owner level. Remember, we are not just selling a product or solution that has a price tag attached, we are helping our customer achieve critical goals and objectives and solve internal challenges which can have tremendous impact on any organization far beyond just the acquisition price. Examples include but are not limited to the following:

  • Improvement in efficiency (Corp Objective: Increase productivity to improve profitability)
  • Decrease total cost within operations (Corp Objective: Improve profitability of operations)
  • Increase sales (Corp Objective: Increase Revenue)
  • Improve collection productivity (Corp Objective: Increase revenue (or) increase density)
  • Reduce risk and uncertainty (Corp Objective: Eliminate risk of supply/production disruption)
  • Improve safety / Reduce Injuries (Corp Objective: Improve quality of working environment (or) increase profitability)


Question: Why is LACES particularly challenging to execute toward the later stages?

Answer: The LACES model for navigating is relatively easy to comprehend, but a surprising challenge to execute with the proper tone and intent; it is a nuanced skill. As the pressure mounts on us to close the sale and in the process, we are suddenly surprised with new information, or a change/addition of decision makers, or some other unforeseen dynamic, we tend to move into a presentation mode rather than taking a breath and pausing to reframe and refocus. This is where the Pre-Meeting Plan can be of great benefit if we have done our due diligence from the beginning. It may well provide other doors or guiding suggestions to course correct. The LACES Model allows us to communicate those recommendations in a way that drive legitimacy and confidence against the resistance and lets the customer feel heard and understood. At this stage, the model is very cyclical in that you may transition back to Acknowledge and Clarify repeatedly during a conversation to ensure that the customer always know we are interested in them and what they have to say. The Expand should never feel forced or out of context with the conversation. Consistent “Acknowledge” and “Clarify” use also greatly ensure that the “Seek Agreement” will resonate and be accepted by your customer/prospect.  


Question: How do I balance slowing down the conversation long enough to ask questions and understand with being respectful of the individuals time and attention?

Answer: The balance lies completely in the quality of the High Impact Questions (Clarify). Questions are like valuable real estate. Your goal is to gather as much insight as possible in a limited amount of time, so make sure your questions stay open ended, and that you have a strong rationale or context for asking and make sure you are prepared with logical follow through questions so that the conversation feels more guiding than manipulative.