We want to arm ourselves with as many positive "bullets" about our product or service, and also learn how to use them correctly.
WHY
Allows you to maintain control of a conversation and not overwhelm the customer with too much information, making it more effective.
HOW
Bullet theory comes from the analogy of a gun fight. The person with the most bullets is clearly in control, as long as they preserve the ammunition.
Learn your bullets to walk into a conversation confident and armed, and be ready to fire quickly to build confidence in your overturns.
However, don't machine gun fire every bullet at the beginning of your pitch. Retain some so that no matter how many bullets your customer may have, you have more to fire back with. Keep bullets back for your close and consolidation to make it stronger.
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Bullet Theroy