Matt RyderEx-special ops sniper turned CEO revolutionizing sales calls

How to resspond to your prospects during the pitch ($40M/year CEO)

28 Sept 2026 · 0 min

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In this segment, Matt Ryder explains a nuanced tactic for handling prospect answers during a sales pitch. He observes that a prospect’s response often flips sentiment: a positive opening can turn negative, and a negative opening can turn positive. Based on this, he advises salespeople to intervene selectively. If a prospect hints at a negative point after a positive start, the salesperson should interrupt and ask “why is that?” to prevent the negative turn. Conversely, when a prospect mentions a concern like price, the salesperson should let them finish without probing, because questioning would reinforce the objection. The goal is to steer the conversation toward the desired direction while avoiding solidifying objections.

When people are asked a question during the pitch, if the answer starts off positive, it will usually end negative. And if it starts off negative, it will end positive. So if someone goes like, yeah, there's a negative thing coming after that. So like, I would go, why is that? I would like, don't let them finish the thought. But if someone's like, oh, it's pretty expensive, just let them talk. If you probe on that, you're now just solidifying that it's expensive. Yes. And they're going to justify their thought.
You're leading them down the conversational track that builds the most consistency in the direction that you want.
Yeah.