---
title: "The #1 sales mistake business owners make"
description: "When growth chases revenue over profit, founders stumble. A #ProfitFirst mindset helps you sell smarter—and become a true #BuyerFirst seller."
---

[Unbound Growth Blog](https://www.unboundgrowth.com/blog)

# [The #1 sales mistake business owners make](https://www.unboundgrowth.com/blog/the-1-sales-mistake-business-owners-make-that-has-nothing-to-do-with-sales)

 Written by [Carole Mahoney](https://www.unboundgrowth.com/blog/author/carole-mahoney) | 5/27/25 11:45 AM

When I started my first full-time business, I did so because I got laid off during the Great Recession. In less than an hour, my 5-year plan to open my own business after working in corporate became a 6-month plan. (Because that was how long I had unemployment benefits.)

Like most business owners who come to me now for sales coaching, I thought getting more sales was the answer to all my business problems. I was on the roller coaster ride of finding a client, paying the bills, delivering the work, cash running low, scrambling to find a new client…

I thought I needed to get better at sales. And so I did. 

Sales grew, but I was still on the roller coaster ride. When money came in, it went out.

I wasn't thinking of my business in a #profitfirst way. 

#### Here's the sales mistake.

When I had to go and find a new client, and cash was low, I would make sales mistakes. 

Whether it was because I was uncomfortable talking about money, or getting emotionally involved because I was thinking about how much I needed the money. 

Therefore, I didn't ask good questions and did not [actively listen](https://www.unboundgrowth.com/blog/sellers).

#### Here's the other big problem.

Not knowing what I needed to make to gain a profit and how to do that in the numbers caused me to take on clients that wouldn't be profitable because I didn't know what to charge. Because I didn't know what I needed to charge, I didn't know what questions to ask to determine if they were a good fit.

> *Growth isn't always about getting more sales. It was about getting more profit.*

If you haven't read [Profit First](https://www.amazon.com/Profit-First-Transform-Cash-Eating-Money-Making/dp/073521414X/ref=sr_1_2?crid=61920L3IFQY8&dib=eyJ2IjoiMSJ9.MtWBcfPv0rPhgk38a5MBZiNiBaMRqg9B5oZYA6Kb8nnfd-Td05nmM_8tu7pZrC64BFn0rmaaVnHilIU-dayCuojt_nxfEK1YSTXbIri9LH3kQjcGcXvYT68fDKTvCWB1D67PnAfT-jv9MGtQuDAWW0F9O0Qwz0UCpxqO0sqMpl5fJ_Xc86wD8eaHjl0CmhbKsAseSWzYDS_H7Wj00Wcz1Gk3hpfyMTyhaHAHfM4T0AgCveNfA2EacqcfTe_TLP0JqO2Idl6xKZoEZWT-X2CWjcOKFmPU-cKWAvJP4rO5Pws.PcFkZd7nFFsuV2t2yyvclkMFL0Hrck44-uqc-pU4Dgs&dib_tag=se&keywords=mike+michalowicz&qid=1748282668&sprefix=mike+michalowicz%2Caps%2C134&sr=8-2) by Mike Michalowicz, do so. The double win is that operating your business from a profit-first mindset will help you be comfortable discussing money with buyers, dig deeper into your questions, and actively listen.

You'll be a better Buyer First seller.

[View full post](https://www.unboundgrowth.com/blog/the-1-sales-mistake-business-owners-make-that-has-nothing-to-do-with-sales)

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