What does "adding value" actually mean?

In this episode of Sales [UN]Training, Kelly Riggs challenges one of the most overused phrases in sales and explains why many sales organizations struggle to define value from the customer's perspective. While salespeople often believe they're communicating value through product features, quality, or service, customers make buying decisions based on something much different.

Follow the audio podcast and watch OR listen wherever you are: https://linktr.ee/salesuntraining

Kelly explores why price objections aren't always about cost and how perceived value determines whether customers see your solution as worth the investment. He explains why sales professionals should spend less time defending pricing and more time uncovering the outcomes customers actually care about.

Throughout the conversation, Kelly shares practical examples of how successful salespeople uncover emotional buying drivers, create stronger customer conversations, and position their solutions around the problems customers are trying to solve—not simply the products they're selling.

He also discusses why buyers willingly pay premium prices for predictability, consistency, proactive communication, and an easier customer experience. Using a memorable luggage story, Kelly demonstrates how companies can command higher prices by solving problems customers genuinely value instead of competing on discounts.

If you're leading a sales organization, coaching a team, or looking for ways to improve win rates without sacrificing margins, this episode offers practical strategies that can change the way your team thinks about value, pricing, and customer conversations.

Stop competing on price—and start selling what customers actually want.

Kelly Riggs is an author, speaker, and business consultant for executives and companies throughout the United States and Canada. He has written two books: 1-on-1 Management: What Every Great Manager Knows That You Don't and Quit Whining and Start SELLING! A Step-by-Step Guide to a Hall of Fame Career in Sales.

Get more Kelly: www.BizLockerRoom.com.

Widely recognized as a powerful speaker and performance coach in the areas of sales, management leadership, and strategic planning, Kelly is a former sales executive, a two-time national Salesperson-of-the-Year, a business owner, and a member of the Forbes' Coaches Council since 2019.

Music and Editing by Pod About It Productions @dougbranson