Even the sharpest, hardest-working salespeople still lose deals that seem like a sure thing. Often, it’s not because of what they did—but what they overlooked.
This episode, Mark Hunter and Meridith Elliott Powell dig deep into the hidden missteps that cost good salespeople the deals they should have won. If you run a sales team, or if you’re looking to sharpen your own sales approach, this one’s for you.
Choose the Right Deals—Not Every Deal
Sales success starts farther back than most people think. The first mistake? Chasing the wrong business. Not every prospect is a good prospect. As Meridith Elliott Powell put it,
“One of the biggest reasons we lose deals is we chase the wrong business. And I think it’s one of the biggest, biggest mistakes we make as salespeople.”
Focusing your energy on your ideal customer profile (ICP) means saying “no” to mismatched opportunities and spending your best efforts on the right prospects.
Assumptions Kill Deals
It’s easy to slide into the trap of overconfidence, especially when things feel like they’re going your way. But confidence alone doesn’t close deals—your customer’s confidence does.
“It’s not your confidence. It’s the customer’s confidence. Because if the customer isn’t confident, why should they make a decision?” —Mark Hunter
Assumptions about who the decision-maker is, what the customer values, or when they’ll be ready to buy can all derail the sale before it crosses the finish line.
Decision-Maker Dilemmas
“I think in today’s marketplace, you have to understand the CFO is a major part of that decision because everybody is watching their budgets right now.” —Meridith Elliott Powell
In a complex buying environment, there’s rarely a single decision-maker. Focus on engaging every influencer, stakeholder, and power player as early as possible. Ask about their buying process, not just “Are you the decision-maker?”
Overcomplicating the Process
Salespeople may lose deals simply by making things too complicated. The more steps, obstacles, or forms you put between a customer and their goal, the more likely they are to back out.
“In this era we’re in, keep it simple. Make it easy for your customer to make a decision to buy.” —Mark Hunter
Follow Up: The Lost Art
Most deals aren’t lost in the pitch—they’re lost in the follow-up. Salespeople either don’t do it, or they do it wrong. Don’t expect the customer to stay on your trail. Stay top of mind in the right way. As Meridith Elliott Powell says,
“The only person who cares whether I get the deal is me.”
Lead, don’t follow, your prospects through the buying journey.
Sales Is No Longer a “Lone Wolf” Game
Bringing in the deal is just the first step. If you don’t sync up the rest of your team and create a smooth customer experience all the way through, you risk churn and lost reputation. Sales is now a team sport—customers judge you by the entire journey.
Use Your CRM—Religiously
Too many top salespeople get busy and stop updating their CRM. That’s when pipeline slips through the cracks. Stay disciplined—run your checklist just like a pilot before takeoff. It’s not optional.
What’s Changed in 2026?
Customer priorities, economic factors, and decision-making processes shift fast. What won last year, or even last quarter, may no longer work. Regularly review which deals you won or lost, and know WHY.
Recommended Reading
Emotional Intelligence for Sales Success by Colleen Stanley
According to Meridith Elliott Powell, “Probably one of the biggest reasons we lose deals is we don’t read the room. And I don’t know anybody better than Colleen Stanley to really teach us about emotional intelligence.”
Lightning Round: Top 10 Ways to Increase Sales Productivity
- Focus on the specific, high-impact behaviors that move the needle.
- Know your numbers—track your metrics.
- Clarify your ideal customer profile and focus your time there.
- Clean your pipeline of dead leads.
- Protect your pipeline—use a clear, repeatable sales process.
- Honor your calendar (keep appointments with yourself for key tasks).
- Increase your customer-facing time.
- Track time spent with existing customers and new prospects separately.
- Role-play, coach, and constantly improve your sales conversations.
- Start your day intentionally—set the tone for productivity.
Sales is a relationship and an emotional business. To win the deals you deserve, focus on the fundamentals, stay curious about the customer’s real challenges, and keep your process simple and proactive. And don’t forget to celebrate those wins—then document what worked and do it again.
For more practical sales wisdom, tune in every week to the Sales Logic Podcast.
Lightning Round: Top 10 Ways to Increase Productivity in Sales
Question: Rashid from Asia asks, “We love the show—the whole team listens. We have not had a good first quarter, and not sure what is going on. Feels like we are doing all the things we did in 2025 that made it a strong year. We are coaching, role playing, being consistent. Why can’t we hit our sales goal?”
Book: Emotional Intelligence For Sales Success by Colleen Stanley