STOP Selling Features: The Psychology That Makes Buyers Say YES in Complex Sales
About this episode
Kelly Riggs and Robin Burr discuss the psychological barriers in sales and how to effectively address buyer resistance.
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…
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