When a Promising Prospect Ghosts You: How to Reanimate Dead Deals
Take No for An Answer
See if this rings a bell.
You've had the perfect sales call. The prospect was engaged, asked all the right questions, and even agreed to a follow-up. Your parting words were filled with enthusiasm and a mutual eagerness to move forward. Much handshaking and smiling so much you think your face will start to ache. You're in the car, music blasting, slapping the roof like The Dude. You’re already counting this as a win.
And suddenly…nothing happens. No email responses. No returned calls. No response to texts. No social media activity. Complete radio silence.
You’ve been ghosted.
This scenario is all too common in the world of business. Whether you're in sales, recruitment, or freelancing, you've probably been there. What happened? And more importantly, how do you deal with it? In this essay, we'll delve into why this happens and how to turn it around.
The Gut Punch
Now, if you’re like me, you might take being ignored personally. I used to—a lot. I’m a second-born child out of four. Make sense? If I’m telling the truth, sometimes it can hit me right in the gut when this happens. In fact, it happened to me twice in the past month.
One occasion was an entrepreneur who needs my help to get to the next level of his business. He’s aiming to raise his industry profile and improve the way his company looks as he eyes selling it ahead of his impending retirement. He found my company via Google and emailed. I spoke with him on the phone, and we decided it was time for me to visit his location and talk some more.
I drove almost two hours round trip to meet him. When I arrived, he looked puzzled. He forgot I was coming. But he dropped what he was doing to show me around for an hour. We arrived at the areas he wanted addressed in my proposal and I went home. A day or two later, I sent over my masterpiece explaining what I would do to make his goals come to fruition.
Silence.
I followed up a couple of times before he acknowledged me, and we agreed to a phone call to discuss in a few days. On the call, he begged off on a decision because he was traveling. We agreed to connect when he got back.
Then, the cone of silence dropped on him and for three straight weeks: no reply to calls, texts, or emails.
Was it me? Did I do something wrong? I was sure I had blown it somewhere.
But here’s the thing—usually it’s not about you. No, really. Ask my friend Tom Mulligan, managing director of Sandler by Coffman, a nationally recognized sales training expert.
The Silver Lining of "No"
"Getting ghosted? So are millions of others,” he said. “Sometimes people ghost you because they are being too nice! They don't want to disappoint you."
Mulligan provides a solution for breaking this cycle of silence: "Here's the thing. You can say no, too. Try leaving a message telling them you can take no for an answer. It will relieve them, meaning no bridges have been burned."
This perspective echoes the importance of open communication, even when the conversation seems to be at a dead end.
"Ultimately, no means not now. An explicit ‘no’ today may very well turn into a ‘yes’ down the line when circumstances change. It's a lesson in the art of resilience and the importance of maintaining an open channel for future possibilities.”
No truer words have ever been spoken!
Here's a guide to navigate the eerie silence when an enthusiastic prospect turns into a ghost.
Resist Jumping to Conclusions
First, avoid jumping to conclusions. People—especially business owners—have busy lives. Maybe they're traveling, tied up with a project, or dealing with a family emergency. Always approach the situation giving your prospect the benefit of the doubt.
Be Patient, Then Follow Up Tactically
Don’t bombard them with messages. A well-timed, polite follow-up email or call after a reasonable period shows your professionalism. Make sure the follow-up is polite, concise, and offers value. You might remind them of your previous discussion and ask if they need any more information to decide.
Vary Communication Channels
If your first follow-up yields no response, consider varying your channels. Did you initially reach out via email? Try a phone call or a LinkedIn message next time. But always be cautious not to cross over into the realm of being pushy or invasive.
Re-evaluate Your Pitch
Take this as an opportunity to re-evaluate your pitch or proposal. Were there any red flags that you might have missed? Were you too pushy, or did you not offer enough value? This can be an invaluable learning experience.
Be Willing to Move On
If all else fails, be prepared to move on. You don't want to invest more time in a prospect who is unwilling to engage. The world is filled with potential clients who will value your time and communication.
As Tom Mulligan says, “Some do. Some don’t. So what. Who’s next?”
Don't Burn Bridges
Leave the door open for future communication. Send a courteous email saying you're here if they wish to proceed in the future. You never know they might come back when the timing is better for them.
Here’s the email I sent the entrepreneur (name and some circumstances changed) who ghosted me:
Subject: Closing File for Now, Open to Future Opportunities
Roger,
I hope this email finds you well.
I wanted to follow up regarding your project that we have discussed over the past weeks. I understand that you may have other priorities at this time, or perhaps your plans have changed.
Given the lack of communication, I will go ahead and close the file for your project for the time being.
Of course, if your situation changes, or if you decide to proceed with the project at a later date, please do not hesitate to contact me directly. I'll be more than happy to reopen discussions and look at how we can best meet your needs.
In respect of your time and attention, I won't send you any further communications unless you indicate you'd like to proceed.
Thank you for considering AGPR for your project, and we're here if you decide to move forward in the future.
Best regards,
Alex Greenwood
He didn’t respond to that email, either. But I’d like to think he felt relieved that I wasn’t beating a dead horse.
I had another potential client who was all ready to go…until he wasn’t. I had sent him a detailed proposal only to receive a symphony of crickets for the next week or so. I sent him (name and some circumstances changed) this:
Subject: Follow-Up: Customized Proposal and Sample Content for Your Review
Hello Lucas,
I hope all is well with you.
It's been a week since I sent over our tailored proposal, sample blog post, speech and video to help you get a better idea of the services we offer. I wanted to touch base and see if you've had a chance to review them.
Your business stands to benefit significantly from what we can bring to the table, and I'm excited at the prospect of collaborating. Do you have any questions, or is there something specific you'd like to discuss in more detail?
If your schedule permits, I'd be happy to arrange a brief call this week to address any questions or thoughts you may have. Think of this as an open invitation to fine-tune the services we've proposed, ensuring they align perfectly with your needs and goals.
Please let me know how you'd like to proceed, and I look forward to hearing back from you soon.
Best regards,
Alex
I got a response shortly thereafter, that he was interested in my proposal, but had some thoughts. However, he would be out of town, and it may be another week or so before we could speak. That’s fine, but I wanted to avoid floating around in the Phantom Zone like General Zod and Co.
I sent him this email:
Hi Lucas,
Fantastic, I'm flexible on fees and terms to ensure this partnership works for both of us.
The sooner we can align our schedules, the quicker we can dive into the strategy and execution your project needs. For your convenience, I've included a calendar link below for quick scheduling of a phone or Zoom call. Feel free to pick the time that suits you best.
Schedule a Meeting with Alex link
If we can't sync up through the calendar, rest assured I'll make it a point to catch you during the week you mentioned you are back.
Safe travels and looking forward to connecting soon.
Best Regards,
Alex
He made an appointment within the hour through my link. See? It wasn’t me. It was his schedule.
Reflect and Adapt
Use this experience as a learning opportunity. Keep track of your interactions and use them to refine your future approaches. Was there a pattern in your communication that might have contributed to this outcome? Analyze it.
Mastering the Art of Resilience
The ghosting phenomenon is never pleasant, but it's often an inevitable part of doing business. How you handle it can make all the difference between a seasoned professional and a beginner. The key is resilience. Always remember that for every prospect who ghosts you, there's another waiting for the valuable service or product you offer. So, adjust your sails, take no for an answer, move on, and keep an eye out for the next opportunity.