Love That’s Too Perfect? Two Warning Signs of “Fake Love” Every Leader Should Know

If you’ve ever sold a deal that felt too good to be true, you know the sinking feeling when the contract falls apart. The same kind of red-flag rush happens in relationships—both personal and professional. In B2B sales, we talk about “love bombing” from prospects who shower you with enthusiasm, only to ghost you at the close. In psychology, it’s called “fake love”—and it’s a pattern that revenue teams need to decode.

Dr. Mark Travers, a psychologist, recently broke down two tell-tale signs of “fake love” in relationships. What he found is eerily parallel to what happens when a buyer seems “perfect” upfront but lacks genuine commitment. Let’s pull the curtain on both signs—and then build a playbook to protect your pipeline from these mirages.

Sign #1: Too Intense, Too Fast—The Honeymoon That’s a Trap

In romantic relationships, “fake love” often starts with a whirlwind. Your partner showers you with attention, promises, and future plans within weeks. It feels electric, but it’s unsustainable. Why? Because genuine love requires trust built through time, conflict, and recovery. Fake love skips the messy middle.

In B2B, this looks like a prospect who’s all-in on your first demo. They love your product, agree to a six-figure deal, and rush you through the legal process. But here’s the kicker: they never ask tough questions about ROI, implementation, or competitors. They’re chasing the thrill of the “new,” not solving a real business problem.

What to watch for:

• Short sales cycle with zero objections
• Exaggerated praise without specific use cases
• Demand for immediate commitment (before you’ve built a champion)

Why it’s dangerous: You’ll close the deal, but the customer will churn within 90 days. Your revenue team celebrates a win, then your CS team inherits a monster. The “fake love” buyer is searching for validation, not a solution.

Sign #2: Love That’s All Take, No Give—The Silent Drain

The second sign of “fake love” is when one partner constantly demands emotional or logistical support but rarely reciprocates. They’re present when they need something; absent when you do. In relationships, this creates a one-sided dynamic—eventually leaving you drained and resentful.

In the B2B world, this is the “friendly ghost” buyer. They attend every webinar, ask endless questions, and even loop in procurement. But they never commit to a timeline, budget, or decision criteria. They “love” your content and your team—but they’re not willing to invest real resources.

What to watch for:

• Long, meandering discovery calls without clear next steps
• Requests for discounts or free trials without genuine engagement
• A history of stalled deals with your competitors

Why it’s dangerous: This burns your SDRs’ time and your marketing spend. You’re essentially giving free consulting to someone who has no intention of closing. The “fake love” buyer feeds on attention, not value.

Why These Patterns Run Deeper Than You Think

Psychologists like Travers point out that “fake love” often stems from the giver’s own unmet needs—they’re filling a void, not building a partnership. In sales, the same applies: buyers who exhibit these signs are often avoiding a painful decision or lack internal alignment. They’re not malicious; they’re dysfunctional.

But you can’t fix dysfunction with a standard sales process. You need a hypothesis-driven approach that tests for genuine intent early.

The Anti-Fake Love Playbook for Revenue Teams

Here’s your three-step to screen for real commitment before you invest weeks of pipeline work.

Step 1: Force a “No” or an Objection Early

Within the first two interactions, ask a question that challenges the buyer’s enthusiasm. For example: “Given your current stack, why would you rip out an existing contract just to work with us?” Genuine buyers will have a thoughtful answer. Fake love buyers will soften, deflect, or double down on hype.

Step 2: Require a Multithreaded Champion Buy-In

Real deals don’t close with one high-fiving individual. They close when you’ve mapped power, authority, and budget across three stakeholders. If your buyer can’t or won’t introduce you to their VP of Finance, CTO, or operations lead, you’re in a one-sided “relationship.” Pause the process until they do.

Step 3: Build a “Pain Score” for Every Opportunity

Create a simple 1–10 pain score for each deal. Score it based on:

• Urgency: When does the problem become critical? (Not “interesting”)
• Alternatives: What have they tried before? (If nothing, red flag)
• Stakes: What happens if they do nothing? (Vague answers = fake love)

If the pain score is below 7, don’t treat it as a real pipeline. It’s a “maybe” you can nurture, but not a priority.

The Bottom Line: Real Love Takes Time—And Real Deals Do Too

In relationships, the best ones build slowly through disagreement, trust, and mutual effort. In B2B, the best deals do the same. The “too perfect” buyer or the “all take” buyer will cost you more than they deliver.

Next time your team sees a deal moving at warp speed or a buyer who’s all questions and no action, pause. Ask: “Is this genuine commitment or just fake love?” That question alone will save your pipeline from heartbreak—and your quarter from a missed number.

Action Item: Pull your last five closed-won deals and flag any that closed in under two weeks. Reach out to the customer success team. If those customers have high churn or low adoption, you found the “fake love” pattern in your own data. Start measuring now. Your Q4 forecast will thank you.