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

Sales training remains one of the largest investments organizations make, yet sales performance data continues to show disappointing results. Why are so many salespeople missing quota despite the abundance of training programs, technology, and sales tools available today?

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

In this episode of Sales [UN]Training, Kelly Riggs examines the disconnect between sales training investments and actual sales performance. Drawing on research, real-world examples, and years of experience helping organizations improve sales effectiveness, Kelly outlines the three bedrock principles that separate impactful sales training from programs that fail to create lasting results.

First, Kelly explains why context must come before product knowledge. Rather than overwhelming salespeople with information, effective leaders help them understand how customers use products, the problems they solve, and the outcomes they create.

Next, Kelly explores the importance of confirmation. Learning doesn't happen simply because information was presented. Through assessment, testing, and active recall, sales leaders can dramatically improve retention and identify learning gaps before they become performance problems.

Finally, Kelly addresses consistency—the most overlooked component of sales development. From role play and coaching to call reviews and preparation, consistent practice is what transforms knowledge into habits and habits into results.

Whether you're onboarding new salespeople, developing experienced reps, or leading an entire sales organization, this episode provides a practical framework for building a training culture that improves performance, strengthens retention, and creates better sales outcomes over time.

If you're a sales leader looking to get more from your training investment, this episode offers a clear roadmap for doing exactly that.

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

Salespeople often assume they're losing deals to competing vendors, but what if the biggest threats to winning business aren't competitors at all?

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

In this episode of Sales [UN]Training, Kelly Riggs examines three powerful forces that quietly undermine sales opportunities: risk, change, and uncertainty. These hidden competitors frequently influence buying decisions long before a prospect compares products, pricing, or features.

Kelly explains why buyers become paralyzed by perceived risk, how fear of making a bad decision can lead to delayed purchases, and why traditional ROI presentations often fail to address the concerns that matter most. He also explores the challenge of organizational change and why prospects frequently choose the status quo—even when they admit your solution is better.

The conversation continues with a look at uncertainty, one of the most misunderstood obstacles in the sales process. Buyers often struggle with what they don't know about implementation, adoption, and future outcomes. Kelly shares practical ways sales professionals can reduce anxiety, build confidence, and help customers visualize success before a purchase is made.

Throughout the episode, Kelly emphasizes the importance of consultative selling, understanding buyer motivations, asking better questions, and communicating value from the customer's perspective rather than the seller's. He also highlights the critical role that trust, credibility, and storytelling play in helping prospects move forward.

If you're a sales leader looking to improve win rates, shorten stalled sales cycles, and help your team navigate complex buying decisions, this episode offers practical insights you can put to work immediately.

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