Four Questions with Kelly Riggs

Art & Science of Complex Sales

In this episode of The Art and Science of Complex Sales, Paul Fuller is joined by Kelly Riggs, sales performance coach and founder of The Business LockerRoom. They dig into the realities of leadership, coaching, accountability, and why many sales teams fail to reach their full potential. Kelly challenges conventional thinking and offers practical guidance for creating stronger, more effective sales cultures.

The Biggest Lie Sales Managers Tell Themselves (01:32)Kelly reveals that one of the most damaging beliefs among sales leaders is "I don't have time." He explains that many managers carry an efficiency mindset from their days as top performers, believing they can juggle development alongside administrative tasks. However, real leadership demands an intentional shift in time investment. Coaching cannot be rushed. To lead effectively, managers must step away from task juggling and prioritize one-on-one development, even if it feels inefficient.

Accountability is a System, Not a Personality Trait (10:18)Kelly emphasizes that accountability does not stem from personality alone but from structured leadership systems. Many organizations hope to hire self-accountable reps and avoid the hard work of coaching. This rarely works. Accountability must be built into the culture by leaders who understand their role in reinforcing it. He notes that when managers create clarity, support, and regular coaching rhythms, accountability becomes a shared standard rather than a punitive concept.

The Hidden Cost of Keeping Toxic High Performers (18:17)Kelly outlines the steep cultural and operational costs of retaining top sellers who undermine team morale. These individuals often hold leadership hostage by leveraging their revenue contributions. Kelly warns that while letting them go can feel risky, keeping them signals to the rest of the team that toxic behavior is acceptable. The result is a deteriorating culture, operational bottlenecks, and lost A-players. Leaders must confront this behavior early and decide whether the person can adapt or needs to exit.

Sales Hiring and Team Design in the AI Era (23:46)Despite the rise of AI and automation, Kelly argues that the fundamentals of sales team design remain consistent. Tools can augment performance, but they cannot replace the core human aspects of sales. Selling is still about guiding buyers through complexity, building trust, and influencing decisions. Organizations that rely solely on tools without training for emotional intelligence, adaptability, and buyer alignment will fall behind. Salespeople are needed more than ever—not less.