Matt RyderEx-special ops sniper turned CEO revolutionizing sales calls

Single most persuasive word I use in EVERY sales call ($40M/year CEO)

15 Oct 2026 · 0 min

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In this brief monologue, Matt Ryder explains his favorite persuasion technique: repeatedly using the word "reasonable" when making requests. By framing each ask as a small, reasonable favor, he makes it hard for the counterpart to refuse. He starts with a modest request, then leverages the compliance to add additional asks, effectively getting the other person to sell themselves on the larger agenda. Ryder emphasizes that this incremental, reasonable framing should be a staple in every sales conversation.

I'm a huge fan of using the word reasonable whenever I want something done at the house. Do you feel like it's unreasonable of me to ask the owner to help me with this, this, and this? Coming at things like that, it's so difficult for people to say no to you because you're open, you're wondering, you only ask for small things at a time. Then once they're doing one thing, like, oh hey, I know that you're having someone come out to do this, would it be okay if I got them to do this as well? Just by asking some simple questions, you can get people to sell themselves. Always use it in sales.