Why Your Sales Team CAN'T CLOSE Deals (And What Leaders Must Fix First)
About this episode
Kelly Riggs and Adam Boyd discuss the real reasons sales teams struggle to close deals and the importance of addressing deeper issues in the sales process.
In this episode of Sales [UN]Training, Kelly sits down with Adam Boyd to challenge one of the most common beliefs in sales: that teams struggle because they can't close. The reality is far more complex—and far more fixable. Kelly opens the conversation by exposing a hard truth: most "closing problems" are actually symptoms of deeper breakdowns earlier in the sales process. From weak discovery to poor qualification, sales teams often fail to uncover what truly matters to the buyer. When that happens, deals stall, objections rise, and price becomes the only remaining lever. Adam expands on this by explaining how discounting is often a signal—not a solution. When salespeople haven't built a compelling reason to buy, they default to cutting price, eroding both margin and perceived value. The discussion also highlights how many reps ask too few questions, miss key stakeholders, and fail to understand risk from the buyer's perspective. The conversation then shifts to talent and leadership. Adam makes the case that training alone won't fix performance issues if the underlying talent isn't there. Kelly reinforces this by pointing out the critical role of coaching, noting that even the…
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