The Hidden Cost of False Velocity with Randy Riemersma

Many stalled deals do not fail because the solution is weak. They fail because the team moved too fast before the buyer had a reason to care, a sponsor willing to mobilize, and enough confidence to take the risk. Randy Riemersma joins John McMahon and John Kaplan to unpack how false velocity, shallow discovery, and weak executive alignment create fragile opportunities that collapse late. He explains why elite sellers slow down early, uncover real business pain, connect operational problems to strategic outcomes, and manage the emotional side of buying when the decision starts to feel personal.

Randy Riemersma is the founder of Sell with Precision, where he helps sales leaders strengthen go-to-market execution, leadership effectiveness, and sales operating discipline. He has spent decades in B2B sales, leadership, consulting, and executive coaching, with a focus on helping teams sell with greater clarity, precision, and business relevance.

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• Website

Resources mentioned:

• The Happiness Lab with Dr. Laurie Santos - The Hidden Beliefs That Shape Your Happiness with Shawn Achor

Key takeaways from this episode: 

• 00:00 - Why many late-stage deals are lost long after the buyer has agreed with the business case.
• 02:37 - What leaders often overlook when early deal momentum feels too good to be true.
• 03:51 - A look inside the moment elite sellers create the urgency that average reps never uncover.
• 12:53 - Why many CROs see strong operational engagement fail to translate into executive sponsorship.
• 16:41 - The six emotions that drive buyer decisions and how to leverage them across deal stages.
• 28:24 - What it really takes to build buyer belief when the risk of saying yes starts to feel personal.
• 40:28 - Why the best discovery conversations feel less like qualification and more like understanding.

Hosted by five-time CRO John McMahon and Force Management Co-Founder John Kaplan, the Revenue Builders podcast goes behind the scenes with the sales leaders who have been there, done that, and seen the results.

This show is brought to you by Force Management. We help companies improve sales performance, executing their growth strategy at the point of sale.

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• Force Management