Salespeople often ask: Why am I losing deals that should be mine? If you’ve ever felt like a win slipped through your fingers, you’re not alone. In this episode of Sales Logic, Mark Hunter and Meridith Elliott Powell dig into exactly why this happens — and how to stop it.
Are You Sure You Should Have Won That Deal?
The first question to ask yourself is: Should you have even been in the running for that deal?
According to Meridith, there are only two real reasons you lose:
- You chose the wrong prospect.
- You didn’t clearly sell the risk and value.
If the buyer doesn’t have a compelling reason to choose you, they won’t.
Don’t Confuse Conversation with Qualification
Mark points out that many salespeople confuse a friendly conversation with a qualified lead. Just because a prospect is willing to talk doesn’t mean they’re a real buyer.
Salespeople make assumptions — and that’s dangerous. Some leads may be interested but lack authority, budget, or urgency.
The Power of a Solid Qualification Process
Meridith shares a practical tactic: she uses a 9-point qualification grid. If a prospect doesn’t meet at least six of those points, she doesn’t pursue them further.
A critical first call should be about qualifying the buyer, not trying to sell from a place of desperation. It’s about finding alignment, not just interest.
Beware the Double Sale
Mark warns of the “double sale”: you sell your solution to someone excited — but they then have to sell it internally. That’s a red flag.
If the person you’re speaking with can’t decide or pay, you’re stuck in limbo.
The Three Key Qualification Questions
While there’s no single “magic question,” Meridith identifies three vital areas you must clarify:
- Are they the decision-maker?
- Is the need urgent?
- Do they have the budget?
If any of these are missing, your deal is shaky at best.
Inbound vs. Outbound: Don’t Be Fooled
Both hosts agree: Inbound leads often feel warmer but can be deceiving. Salespeople assume they’re qualified, skipping necessary vetting.
With outbound leads, we’re more deliberate and often end up with stronger opportunities.
No Decision = Your Biggest Competitor
Most deals don’t go to a competitor — they die in “no decision.” Customers are overwhelmed, uncertain, and cautious.
Meridith compares this to a breakup: when a customer says “it’s not you, it’s me,” what they really mean is you didn’t give them enough reason to act now.
Focus on Their Urgency, Not Yours
Lucia, a listener, shared her frustration about deals stalling after the proposal. Mark’s response: “Are you selling on your timeline or theirs?”
Meridith emphasizes that urgency must come from them. If a customer isn’t responding, it often has nothing to do with your pitch — and everything to do with their current bandwidth.
Don’t Chase Bad Fits Just to Fill Your Pipeline
Mark warns against overloading your pipeline with poor prospects just to feel productive.
Writing proposals should be a strategic choice, not a quota. If you’re not 75% confident in closing, don’t write the proposal.
The Real Reason Your Deal Stalled
Many stalled deals come down to solving the wrong problem.
Meridith shares an example: she shifted focus from sales training to a more urgent leadership issue that was actually holding the deal back. The deal didn’t die — it just needed a different angle.
Have You Identified All Decision Makers?
Another key reason deals stall: you’re not talking to the right people.
Mark explains that decisions are often made behind closed doors — and if you don’t ask the right questions, you’re left out of the room entirely.
Stay in the Game (But Be Smart About It)
Both hosts agree: staying in the game is critical. One deal took Mark 18 months to close — but it was worth it. Too many salespeople quit too soon.
But staying in the game doesn’t mean being annoying. It means staying visible, valuable, and relevant.
Final Advice: It’s About Timing, Urgency, and Qualification
To close more of the right deals, remember:
- Slow down your qualification process.
- Don’t chase unqualified prospects.
- Focus on the customer’s urgent need — not your product.
- Stay consistent with non-pushy follow-ups.
- Build a pipeline big enough that you’re not desperate.
Lightning Round: Top 10 Ways to Protect Your Price
Question: Lucia from Seattle asks, “ I love sales logic—listen on my way to work—you have been so helpful. I am writing in because I am stuck. I am killing myself and cannot get one of my deals across the finish line. The harder I try the worse it gets – I get to the proposal stage, then nothing.”
Book: Wealthy and Well-Known by Rory and AJ Vaden