Matt Ryder explains why salespeople fail at objections: they ignore logic. He maps three classical laws of logic onto sales, showing that growth requires resources and you either commit or you don't. Master the principles, not the scripts.
With objection handling, one of the things that people don't really realize, it's a lot more logic involved. What I'm just gonna do is explain real quickly the 3 laws of logic and then link it to sales. So the first law of logic, the law of identity, A has to equal A, which in sales terms means that you must identify terms. For example, I wanna grow the business. What does growth mean? The second thing is the law of non-contradiction. So A must equal A, A cannot also equal not A. Everything that requires growth requires investment of resources. That's a ubiquitous truth. So you've defined growth and then we've got, you must invest into growth. And then you've got the law of the excluded middle. You have to have A or B. You can't have a middle ground. You cannot want to grow the business and not be willing to invest. Therefore, you must be willing to invest resources in order to grow. Instead of having to learn word tracks, you can understand the principles, and it's just a much easier methodology for you to be able to on the fly come up with things without having to like hire a coach for $10K to tell you word tracks that they fucking pull from somewhere else.
