Why You Keep Getting Ghosted After Demos and How to Break the Cycle

Featuring John Kennelly | Episode 8, Growth Department

Ever felt that awkward silence after a great product demo? You nailed the pitch. The prospect nodded along. But then… nothing. No reply. No follow-up. Just ghosted.

It’s not your deck. It’s your discovery.

In this episode of the Growth Department podcast, sales coach and consultant John Kennelly breaks down the most common mistake founders and sellers make: skipping meaningful discovery and diving straight into pitching. If your sales process feels stalled, this is the wake-up call you’ve been waiting for.

Listen to the Full Episode on Apple, Spotify, or right here!

Discovery Isn’t a Checklist. It’s a Conversation.

Too many sales teams treat discovery like a box to check. But John reminds us that discovery is not a task. It is the foundation of trust and relevance. It’s how you align your solution with what the buyer truly needs, not just what you think they need.

“You can't out-demo a discovery problem,” he says. “When you ask good questions, people feel seen. That’s when they open up and actually tell you what’s going on.”

Strong discovery transforms the entire sales cycle. Demos become tailored. Follow-ups feel intentional. And buyers stay engaged. When done well, it doesn’t just help you close more deals. It prevents you from wasting time on the wrong ones.

Three Discovery Mistakes That Tank Deals

Many sales calls go sideways long before the demo even starts. John points to three key mistakes that silently kill momentum:

Before listing those mistakes, it's important to understand that the problem isn’t effort or enthusiasm. It’s lack of intention in the discovery phase. Here's what to watch for:

• Rushing to pitch: Showing the product too soon makes you look generic. Without clear context, even the most powerful features fall flat.

• Asking surface-level questions: Discovery needs depth. It’s not just about problems. It’s about priorities, emotions, and consequences of inaction.

• Skipping the personal layer: Buyers have professional goals and personal fears. If you don’t uncover both, your offer may feel incomplete.

After these missteps, your prospect has no real reason to continue the conversation. Even if they smiled on Zoom and told you the demo was great, they’ll likely disappear.

Instead of chasing leads, John encourages you to slow down and qualify the right ones.

That shift alone can change your entire funnel.

Founders Have a Secret Sales Advantage

Early-stage founders often hate sales. But they also have an edge. You're not just a rep with a quota. You're the expert, the creator, and the person who understands the big picture. That makes you incredibly credible—if you use it right.

John explains that founders don't need to be flashy to win deals. They need to be thoughtful and curious. The best sales conversations feel like collaborative problem-solving, not pressure tactics.

“Founders don’t need to be slick. They need to be curious. The sale starts when you shut up and really listen.”

You already know your product. Now it's time to understand your prospect just as well.

Don’t Just Memorize a Script. Master the Structure.

If you're nervous about discovery, you’re not alone. Many founders avoid tough questions because they fear making prospects uncomfortable. But that discomfort is often where real connection begins.

John shares his favorite conversation frameworks in this episode, including how to:

• Open with intention and confidence

• Guide the buyer through their own thought process

• Spot red flags early, before wasting energy on a bad fit

• Write follow-ups that feel like value, not chasing

Discovery doesn't need to be rigid. In fact, the best sellers know how to keep it structured but flexible...more jazz than sheet music.

Want Fewer Ghosts and More Growth?

If your calendar is full of “great calls” that never go anywhere, your discovery process needs a tune-up. This episode will help you ask better questions, listen more deeply, and position your offer in a way that actually resonates.

Listen in to learn the subtle shifts that lead to serious sales breakthroughs.

🎧 Stream Episode 8 of Growth Department wherever you get your podcasts.