The LARR Framework: Listen, Acknowledge, Reframe, Recommend
Every objection at Dyer gets the same four-step treatment. Memorize the steps, practice the rhythm, and you'll handle any objection — even the ones we don't cover specifically in this module.
Internalize the LARR framework — Listen, Acknowledge, Reframe, Recommend — and know exactly what to do at each step.
The Four Steps
Let the customer finish. Don't interrupt. Don't start formulating your response while they're still talking. The customer who feels heard is the customer who's still willing to talk.
Name their concern. "I hear you on the price." "That makes sense — you want to talk it through with your wife." Acknowledgment is not agreement — it's respect. Skipping this step is what makes customers feel dismissed.
Add context they didn't have. The tech's video. The cost of not doing it now. The warranty coverage. The breakdown of the work. The walk-around UVeye scan. Reframing isn't arguing — it's giving them a fuller picture so they can make a real decision.
Make a clear, honest recommendation based on what you'd do if it were your dad's car. Then respect their answer. If they say yes, great. If they say no, document it with a Declined Repair Op and move on cleanly.
The Framework in Action
Listen. [Pause. Let them finish.]
Acknowledge. "I hear you — $1,200 isn't a small number, especially when you came in expecting an oil change."
Reframe. "Here's what's in that price: front and rear pads, both rotors resurfaced, fluid flush, and a 24-month parts-and-labor warranty. The tech showed you the pads were at 2mm — at that point, if we don't replace them soon, we're looking at rotor damage, which adds another $400. So we can do it in pieces, or we can do it all today and you're covered."
Recommend. "What I'd recommend, looking at the wear, is the full brake job today. But if you want to break it into two visits — pads now, rotors next month — I can do that too. Which works for you?"
What Each Step Sounds Like
| Step | Sounds like | Does NOT sound like |
|---|---|---|
| Listen | Silence. Eye contact. A nod. | "Yeah, but —" / "Well, actually —" |
| Acknowledge | "I hear you." / "That makes sense." / "I get that." | "Yeah, but our prices are competitive." |
| Reframe | "Here's what's in that..." / "What the tech caught was..." / "The reason we recommend it now is..." | "You really should do this..." / "If you don't, you'll regret it." |
| Recommend | "What I'd recommend is..." / "If this were my car, I'd..." | "You need to do this." / "I really, really suggest you..." |
The "If This Were My Dad" Test
When you're not sure how to recommend, ask yourself: If this were my dad's car, what would I tell him?
You wouldn't oversell him. You wouldn't push fear. You wouldn't undersell either — you'd tell him the truth. That's the recommendation that builds Dyer's reputation. Every customer is somebody's family. Treat them that way.
Common Mistakes
- Skipping Listen. Jumping to your response before they're done talking.
- Skipping Acknowledge. Going straight to your counter-argument. Customer feels dismissed.
- Reframing with pressure instead of information. "You really need this" is not a reframe.
- Forgetting to Recommend. If you don't make a clear ask, the customer makes the easiest decision: "let's just do the oil change."
- Pushing after a clear "no." Respect the decision. Document it. Move on. The customer remembers the grace.
The LARR Cheat Sheet
Manager Coaching Tip
Listen to recorded calls or sit in on customer conversations. Score each objection against LARR. The most common failure point is Acknowledge — advisors jump from Listen straight to Reframe, skipping the customer-feels-heard step. Coach that one step and you'll see CSI move.