Module 05 · Core curriculum
Objections, negotiation & closing
Objection handling, negotiation and closing without tricks.
What you’ll learn
- Why objections are usually buying signals; surface vs root objections
- A repeatable process (LAER/LAARC) for handling any objection without scripts
- Worked handling for the nine objections you'll hear constantly in NHS, clinical AI and lab-software sales
- Stalls vs objections, and objections vs conditions
- Negotiation for AEs: give-get trading, anchoring, discount hygiene, procurement tactics and counters, BATNA, the Chris Voss essentials
- Closing as the natural end of good process: asking for the business, trial closes, next-step discipline, mutual action plans, the break-up email
- How to lose well — and why "no decision" is your biggest competitor