If you're in sales or business development, you've likely been ghosted at some point. One minute, a prospect seems interested, and the next, they disappear without a word. It’s frustrating and can leave you second-guessing your approach.
It happens to us all, and here’s why it hurts, how to make it hurt less, and how to make it happen less!
Why Ghosting Hurts
At its core, being ghosted triggers a basic psychological response. As humans, we crave closure and communication. When we don’t receive feedback—positive or negative—it leaves us in limbo, often leading to frustration or self-doubt. In sales, this uncertainty can be particularly tough because it blurs the line between hope and a lost opportunity.
3 Ways to Reduce the Sting
1. Fill Up Your Pipeline
The more leads you have, the less power any one prospect has over your emotional state. A full pipeline ensures you always have new opportunities, reducing the impact of any single lead ghosting you. Instead of getting paralyzed by the wait, get busy with the activity!
2. Automate Your Follow-Up
I know it’s happened to me where I want to check back on an opportunity because they haven't responded, and then I notice that it’s only been 5 days (and a long weekend in between). Automating your follow-up process or scheduling follow up, frees your mind space.
3. Get Comfortable Being Closure-less
Some salespeople prefer just knowing one way or the other (and their sales managers certainly fall in this camp). Others like to have an inflated funnel for the confidence it gives them. Know what works for you, but the more comfortable you can be with not having closure, the better you’ll feel.
3 Ways to Get Ghosted Less
There’s good news - there are things you can do to make this happen LESS.
1. Lead Better Meetings
One of the most effective ways to reduce ghosting is to lead more productive and focused meetings. Asking the right questions is critical, especially when it comes to uncovering the prospect’s real pain points or challenges. Once they acknowledge the problem, dig deeper into their buying process—find out who the decision-makers are, what the timeline looks like, and how urgent the need is. And set up the next call right then if you can. The more clarity you get, the less likely they are to vanish.
2. Polite Persistence
Persistence is key, but balance is crucial. Being polite yet consistent with your follow-up ensures that you stay on their radar without being overbearing. Sometimes, ghosting isn't about disinterest but simply competing priorities.
3. Know When to Walk Away
Sometimes, the best thing you can do is step back. If a prospect goes silent after several follow-ups, give them space. Walking away can signal confidence in your offer, and often, they will circle back when the timing is right.
Being ghosted in sales (or life) is never fun, but it’s a part of the process. Not letting it get in the way of other activity and success but also doing everything in your control to make it happen less, is what the best do and continue to work on.
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