---
title: "Why \"price\" is never the real loss reason"
description: "Aisha Bello on Evergrow's loss interviews: what buyers say when the rep isn't listening, and the reason that hid behind price every time."
url: https://meridian.nexity.build/podcast/why-price-is-never-the-real-loss-reason
published: 2026-04-22
updated: 2026-10-27
---

# Why "price" is never the real loss reason

*The Deal Record · Ep. 2 · Apr 22, 2026 · 36 min*

Aisha Bello on Evergrow's loss interviews: what buyers say when the rep isn't listening, and the reason that hid behind price every time.

- Guest: Aisha Bello (Director of Sales, Evergrow)
- Hosted by: Mark Richards (Head of Revenue Research, Nexity)

Listen on: [Spotify](https://open.spotify.com/episode/deal-record-02), [Apple Podcasts](https://podcasts.apple.com/podcast/the-deal-record/id0000000000?i=02), [YouTube](https://www.youtube.com/watch?v=dealrecord02)

## Chapters

- 00:00 The default answer
- 09:45 Interviewing buyers, not reps
- 22:15 The reason behind the reason

Aisha Bello on Evergrow's loss interviews: what buyers say when the rep isn't listening, and the reason that hid behind price every time.

### In this episode

00:00 — The default answer.

09:45 — Interviewing buyers, not reps.

22:15 — The reason behind the reason.

Recorded for season 1 of The Deal Record. Episodes run about 36 minutes and are released every other Tuesday.