The Sales Mistake That's Costing You 40% of Your Pipeline

I watched a brilliant founder blow a $250K deal last week.

He had everything going for him. The prospect needed exactly what he was selling. The budget was approved. The timeline worked. But 15 minutes into the demo, I could see it falling apart.

He was walking through slide after slide of methodology, process diagrams, implementation timelines. His prospect—a CEO who'd already carved out 30 minutes from back-to-back board meetings—kept glancing at her phone. She interrupted twice asking "but what's the ROI?" He kept saying "I'm getting to that" and diving deeper into the how.

The deal died two days later. "We've decided to go in a different direction."

Here's what he didn't realize: he wasn't selling to himself. He was selling to someone completely different.

After analyzing hundreds of sales conversations with founders in tech, finance, and consulting, I've identified a pattern. Most founders are unknowingly sabotaging their own deals by doing exactly what comes naturally to them.

The problem isn't your pitch. The problem is you're using your buying style on people who buy completely differently.

Let me show you what I mean.

Mistake #1: You're a Red, and you're being too aggressive with Greens and Blues

If you're a Red—driven, results-focused, competitive—you probably lead every call with ROI. You get to the point fast. You negotiate hard. You don't waste time on pleasantries.

That works beautifully when you're selling to other Reds.

But when you're talking to a Green buyer who values relationships and wants to make sure everyone feels good about the decision? You're steamrolling them. They feel uncomfortable, pressured, rushed. They ghost you not because your offer is bad, but because you made the buying experience unpleasant.

And when you're talking to a Blue buyer who needs to understand your methodology before they trust you? You're triggering every red flag they have. They think: "This person is all sizzle, no steak. Where's the proof? Where's the process?"

Mistake #2: You're a Green, and you're spending too much time building rapport with Reds

If you're a Green—collaborative, relationship-focused, empathetic—you probably start every call with warmth. You ask about their day. You find common ground. You share stories about other clients and create a personal connection.

That works beautifully when you're selling to other Greens.

But when you're talking to a Red buyer who has three meetings back-to-back and needs you to get to the point? You're wasting their time. Every minute you spend on small talk is a minute they're thinking about the next meeting. They cut you off, they seem impatient, and you think you're losing them.

And when you're talking to a Blue buyer who wants data and process documentation? Your stories and testimonials without hard numbers make them skeptical. They're thinking: "This is nice, but where's the evidence?"

Mistake #3: You're a Blue, and you're drowning everyone in data before they care

If you're a Blue—analytical, data-driven, process-oriented—you probably lead with your methodology. You show benchmarks, case studies with metrics, implementation frameworks. You send detailed one-pagers before the call. You want people to understand exactly how it works.

That works beautifully when you're selling to other Blues.

But when you're talking to a Red buyer who just wants to know if they're going to win? You're boring them to tears. They don't care about your eight-step process. They care about the outcome. While you're explaining your methodology, they've already decided you're not moving fast enough.

And when you're talking to a Green buyer who wants to connect with you as a person first? Your data-heavy approach feels cold. They're thinking: "Do I even like this person? Would I enjoy working with them?"

Here's what that founder who lost the $250K deal didn't understand:

The best salespeople aren't authentic—they're adaptable.

I know that goes against everything you've been told about "being yourself" and "authentic selling." But authenticity in sales doesn't mean doing what comes naturally to you. It means meeting your buyer where they are.

Think about it this way: if you only speak English and your prospect only speaks French, refusing to learn French because "I want to be authentic to who I am" is just ego masking as principle.

The same is true with buying styles.

When you're selling to a Red, you need to become more Red—direct, results-focused, fast-moving. When you're selling to a Green, you need to become more Green—warm, collaborative, story-driven. When you're selling to a Blue, you need to become more Blue—data-rich, process-oriented, methodical.

The founders who consistently close high-value deals don't have better products. They have better range.

They can read their buyer in the first 60 seconds and shift their entire approach to match. They're chameleons who make every prospect feel like they're being sold to in exactly the way they want to buy.

Go back through your CRM right now. Look at your last ten lost deals.

I bet you'll be able to identify whether each prospect was a Red, Green, or Blue. And I bet you'll realize you were using the wrong approach.

The Red CEO you bombarded with process details? She needed to hear about competitive advantage in the first three minutes.

The Green VP you rushed through your pitch? He needed to feel like you cared about his team and wanted a win-win partnership.

The Blue CFO you tried to charm with stories? She needed to see the spreadsheet and understand your methodology before she'd trust you.

This isn't about working harder. It's about working smarter.

Learning to identify buyer types and adapt your approach can increase your close rate by 40-60%. Not by changing your product. Not by lowering your price. Just by matching your pitch to how your buyer actually wants to buy.

That's the difference between a founder who closes 1 out of 10 deals and a founder who closes 4 out of 10.

Want to master this framework? I break down exactly how to identify Red, Green, and Blue buyers in the first 60 seconds of a call, plus the specific scripts and tactics for each type, in my latest video.

Watch the full breakdown here →

Or join us in The Sprint Club, where ambitious founders in tech, finance, and consulting are learning the frameworks that turn expertise into predictable revenue.

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The gap between where you are and where you want to be isn't talent or effort. It's usually just one or two frameworks like this one.

Let me show you.

How to Identify Your Buyer Type in the First 60 Seconds.

Simon & The Sprinters

P. S. Here are 3 more ways we can help you accelerate sales:

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