Sales Dumpster Fire #6: The ONE Thing Most Salespeople Sell is the ONE Thing Customers Don't Buy

Salespeople are taught to sell product features, yet prospects almost never buy them. This episode breaks down why this common sales tactic fails and reveals how to connect with what customers actually want. Still leading sales calls with product features? Kelly says that's not just outdated—it's losing you deals. In this episode of Sales [UN]Training, we tackle Sales Dumpster Fire #6: the mistake of selling what prospects don't care about. Kelly walks through the truth most salespeople avoid: buyers aren't sold on specs, they're sold on results. Time saved. Headaches avoided. Personal wins that make them look good at work. This episode breaks down why features are just noise unless you clearly tie them to meaningful outcomes. You'll learn: Why buyers tune out product specs (even the flashy ones) What you should be leading with on a sales call How emotion—not logic—actually drives purchasing decisions The 3 things you should always be selling: results, value, and risk reduction Kelly also shares a killer question that opens the door to your buyer's personal motivation—and why that matters more than any one feature. Plus, hear what science says about how people decide and how to use that to your advantage. If your team is getting ghosted or struggling to close, this is required listening. Quit pitching. Start connecting. And watch your sales performance shift. Follow the audio podcast and watch OR listen wherever you are: https://linktr.ee/salesuntraining   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