Ever had a deal that started hot but fizzled for no clear reason? You had rapport, the buyer nodded along, and then… silence. Ghosted!

What happened?

Chances are, you got hit by what psychologists call a dissimilarity cascade—or what I like to call the Red Lens Effect (Yes, I made that up).

What Is a Dissimilarity Cascade?

A dissimilarity cascade is a psychological phenomenon where one early sign of “difference” changes how we’re perceived.

• At first, people assume alignment.
• Then they notice a mismatch—pricing, timing, even tone.
• From that moment forward, everything you say or do feels slightly “off.”

It’s as if the buyer has slipped on a pair of red lenses. Every interaction after that is filtered through suspicion, doubt, or hesitation.

Why This Matters in Sales

In selling, perception drives momentum. When the buyer’s lens turns red, your deal enters what I call a trust spiral:

1. Alignment feels off.
2. Every detail reinforces the misalignment.
3. Deal velocity slows—or stops completely.

How the Red Lens Shows Up

B2B Example 1: The Pricing Shock

You’re pitching a SaaS platform.

The discovery call? Perfect alignment.

Then your proposal hits—and it’s 40% above their budget.

The lens flips red. Suddenly, every email and feature walkthrough feels like a hard sell.

Fix:

• Seed pricing anchors early so they’re ready for the number.
• Keep the conversation about value, not cost.

B2B Example 2: The Lead-Time Gap

Your industrial equipment specs blow the competition out of the water.

The buyer’s team is buzzing.

Then they learn your lead time is 90 days—when they need 30.

The lens flips red. Now, every conversation reinforces, “They just don’t get us.”

Fix:

• Surface operational details early.
• Offer creative solutions like phased delivery to rebuild trust.

B2C Example 1: The Realtor’s Miss

You bond with a young couple looking for a family-friendly starter home.

Then you show a neighborhood with high HOA fees and retirees.

The lens flips red. You’re now “the agent who doesn’t get us.”

Fix:

• Do more “uncovery.” (see my previous article)
• Learn what they don’t want before making suggestions.

B2C Example 2: The Pushy Car Pitch

A customer walks in for a budget-friendly sedan.

You build rapport.

Then you pitch a premium package that doubles the price.

The lens flips red. Trust nosedives.

Fix:

• Mirror their priorities first.
• Introduce upgrades as optional, not default.

3 Rules to Avoid the Cascade

1. Front-load alignment: Nail values, goals, and expectations before details.
2. Pace the information: Don’t overwhelm buyers early; let trust build first.
3. Reset early, reset often: The sooner you address misalignment, the faster you clear the lens.

Final Thought

The second a buyer slips on that red lens, you’re no longer building a relationship; you’re fighting to restore one.