When Impressing the Buyer Lost the Deal: Bryan Mulry’s Hard Lesson

Sales coach Bryan Mulry joins Shivan to break down a failure most sellers secretly recognise: talking too much, listening too little, and trying far too hard to impress. Bryan shares the painful moment he realised he’d spent 87% of a call pitching to a VP of Sales who didn’t even have the team he was selling to, and how that single conversation exposed a habit that had been costing him deals for years.

In this episode, Bryan unpacks why sellers default to “show and tell,” how to spot when a buyer has mentally checked out, and the simple mindset shift that transformed how he runs discovery, asks questions and earns trust. It’s a sharp, honest, deeply practical conversation for anyone who knows they slip into feature-dumping mode and wants to break the cycle.

A must-listen for reps and leaders who want to sell with curiosity, not ego, and avoid making the same mistake Bryan did.