Matt RyderEx-special ops sniper turned CEO revolutionizing sales calls

If you don't handle concerns early, you will get handled later and lose the deal.

25 Jan 2026 · 1 min

Watch on YouTube

0:50

This is a short sales-coaching YouTube clip (speaker: Matt Ryder) advising salespeople to surface and pre-handle objections throughout a sales call rather than waiting until the end. The speaker frames objections as symptoms/concerns to be uncovered, recommends collecting information and building "ammunition" during the conversation, and warns that unanticipated objections (e.g., seasonal concerns like "it's Christmas") will derail deals if not addressed earlier.

Chapters

If you wait till the end of a sales call to handle all the objections, you're not going to make the sale. Objections aren't surprises, they're symptoms and basically just concerns. And if you only deal with them at the end, you're not going to make the sale. Elite reps do the work throughout the call to pre handle as much as they can and uncover and get all the information so at the end they're not surprised. Now, it doesn't mean that you're going to be able to handle every single objection straight away, but it does mean that you have all of the ammunition to be able to handle objection. The one thing that you can never do is overcome an objection that you don't get or overcome an objection that just seemingly comes from left field or that is inevitable that you should have known was coming. Like if you sell buyer leads and then you get at the end, okay, it's Christmas coming up and you get a Christmas objection and you didn't do anything to pre handle that throughout the process. That's just a you thing, dude. So either handle it early or get handled late.