Stop overwhelming prospects with information; it isn't persuasive and it's killing your deals. Discover the seven critical psychological steps you must guide a buyer through to build trust, prove value, and create urgency.

In this episode of Sales [UN]Training, host Kelly Riggs tackles one of the most common and costly mistakes in sales: believing that giving prospects more product information will win the deal. Drawing from decades of observing sales calls, Kelly dismantles the “show up and throw up” approach and replaces it with a proven, customer-focused framework.

Listeners will learn the Seven Critical Steps to a Sale, a process that goes beyond features and functions to address the real decision-making drivers in a prospect’s mind. Kelly walks through each step in detail: identifying or creating a perceived need, helping the buyer see the loss of inaction or the gain from change, building trust in your solution, making change feel manageable, minimizing risk, ensuring value exceeds price, and creating genuine urgency.

With practical insights, real-world examples, and the reminder that “information isn’t persuasion,” Kelly shows how the best salespeople connect emotionally, align with personal agendas, and move deals forward without stalling. Whether you lead a sales team or close deals yourself, this episode will help you replace product dumping with a strategic, emotionally intelligent sales approach that wins more business—faster.

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