The second call goes well. Then silence.
Discovery landed. Pricing was in range. The technical lead nodded through the architecture walk-through. A week later the thread dies and the polite "we're going in another direction" email arrives with no reason attached. The reason is almost never your work. It's that a director three levels up asked "who are these people and who's accountable if this goes sideways," and nobody on the buyer's side had an answer they were willing to put their name on.
You get one-line rejections instead of feedback. The person who liked you stops replying.