Shifting the responsibility to prove a claim onto others rather than providing evidence yourself
The Burden of Proof fallacy occurs when someone makes a claim but then shifts the responsibility of providing evidence onto others, often by challenging them to prove the claim wrong. In logical reasoning, the burden of proof typically rests with the person making the claim, not with those who doubt it.
In sales contexts, this fallacy can appear when sales professionals make claims about their products or services without providing adequate evidence, or when prospects dismiss solutions without reasonable justification.
A sales rep claims: "Our solution is the most secure in the industry." When asked for evidence, they respond: "Well, can you prove that it's not the most secure?"
Understanding the Burden of Proof fallacy helps sales professionals ensure they properly support their claims with evidence and recognize when prospects are making unsubstantiated dismissals.