Matt Ryder argues that sales scripts fail because they ignore logic. He applies three classical laws of logic to objection handling, showing how exposing contradictions in a prospect's thinking—like wanting growth without investing—forces them to make a clear choice about moving forward.
It's much easier when you understand the communication strategies that are being employed instead of trying to memorize word tracks. Has anyone here ever heard of like the laws of logic? The first is like the law of identity. The law of logic is 1 equals 1, A equals A. When I say it's expensive, it has to be expensive. So the key thing is like when you're in objection handling, the clarification of terms becomes very important. Otherwise, like you immediately run into an issue where that law of identity isn't followed. The next one, there's a law of non-contradiction. So it's like, I want to grow my business, but I don't want to invest anything into growth. The last one is the law of the excluded middle. You either want to grow your business and therefore you invest it or you don't. There is no middle because it's not logical. You can't both want to grow your business and not want to invest in it. If you understand the grounding of where all this stuff comes from, then like you can go, if we want to grow, we have to invest in growth, right? So do you want to invest in growth? No. Then you do not want to grow. And so like, that's why you have to define terms, call out contradicting beliefs, force people into understanding and having clarity over what things they're picking.
