STOP Selling Features: The Psychology That Makes Buyers Say YES in Complex Sales

On this episode of Sales [UN]Training, Kelly Riggs sits down with influence and buyer-psychology expert Robin Burr explore why traditional sales tactics often fail. Follow the audio podcast and watch OR listen wherever you are: https://linktr.ee/salesuntraining Many sales professionals rely on product knowledge, statistics, and persuasive arguments to win deals. But as Kelly and Robin explain, the real barrier in most sales conversations isn't information—it's human psychology. Buyers resist change, protect their identity, and often reject ideas when they feel pressured or "sold." In this conversation, Robin explains why the first sale is not the product or service—it's helping the buyer decide that change is necessary in the first place. When salespeople skip that step and push features or logic, they often create resistance that shows up later as objections. Kelly and Robin also unpack why many sales teams unintentionally sabotage themselves. From overloading prospects with information to relying on scripts and closing tactics, salespeople frequently treat symptoms rather than addressing the root causes of buyer hesitation. You'll also hear Robin break down his PERFECT objection framework, which focuses on prevention, exploration, reframing, facilitation, empathy, closing, and transition—an approach designed to resolve concerns without turning the conversation into a debate. If you lead a sales team or carry a quota yourself, this episode will challenge how you think about persuasion, objections, and the real drivers behind buyer decisions. 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