using facts to sell

The easy answer to the title question is that they have been trained to do that since they first arrived at sales kindergarten.  Whether talking points, bullet points, inarguable facts, competitive differences, ROI, value proposition, brand promise or cost of ownership, these words and phrases have been reinforced since day 1.

The problem is that while salespeople confidently spout off these return volleys, the only thing accomplished is to make it more difficult to sell anything.  When a prospect states an objection their resistance goes up.  When a salesperson attempts to counter the objection with logic or facts, the prospect hears the hard sell and resistance is raised some more.

Logic does not overcome objections.  So what does?