Matt RyderEx-special ops sniper turned CEO revolutionizing sales calls

Never run out of comebacks for any objection ($40M/year CEO)

19 Sept 2026 · 0 min

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0:29

In this YouTube clip, sales coach Matt Ryder explains why many salespeople struggle with objection handling: they often run out of responses, become flustered, and cut calls prematurely. He introduces his proprietary Objection Handling Matrix—a comprehensive 15‑20 page document containing step‑by‑step instructions, flowcharts, and scripts designed to guide reps through any objection. Ryder notes it took three to four months to develop, has been downloaded roughly 25,000 times, and is offered for free as a long‑standing resource for sales teams.

Because that's the key with objection handling. The reason why most people suck at it is because they run out of things to say and they just kind of get flustered and they just can't keep it going without getting weird or adversarial. So they cut the call and they move on to the next without kind of giving the person enough time to really think about the problem. That's where it's great where you have things like the Objection Handling Matrix. It's like a 15, 20-page document with the step-by-step instructions with flowcharts and scripts of exactly how to handle all these. It took me like 3 or 4 months to write it. I reckon there's like 25,000 downloads to that thing by now. And we're just giving that away. Been giving it away for free for years.