New salespeople are often overly sensitive to the time of a potential buyer. They often think, "I have an hour for this meeting and she's a CEO of a mid-size company. I need to use the whole time to get my points across. No time for chitchat." So they dive right in with no ice-breaking conversation and it doesn't go well.
Others can spend too much time chatting, and the prospect might get antsy to get down to business. Do your best to read the other person and find the right amount of rapport-focused conversation.