Diagnose, Reframe, and Close: Late-Stage Objection Handling

Late-stage objections rarely mean what they say. "Too high," "next quarter," and "we already have a vendor" are surface signals with a real objection sitting one layer underneath

Brian LaManna, 7x President's Club AE at Gong and founder of Closed Won, brings the real-world scripts and diagnostic questions he's built through hundreds of high-stakes conversations.

The show covers all three with the same arc: what the prospect actually means, why countering too fast loses the deal, and the exact follow-up language that works. Price anchoring and ROI reframes, Q3 stalls with a real next step, and competitor incumbents turned from walls into intel.

Walk away knowing the exact question to ask the next time a prospect throws up a classic late-stage objection.

What You'll Learn:

• The diagnostic question that separates a budget concern from a value gap
• How to spot the difference between a real stall and a polite no
• The questions that uncover competitor dissatisfaction without badmouthing the incumbent