If you haven’t heard the term "ghosting" yet, it refers to someone abruptly cutting off communication without explanation, ignoring any follow-up attempts. In a world full of spam calls, emails, and texts, ghosting has become more common. What was once considered rude and unprofessional is now almost expected, and often done without hesitation.
But beyond the frustration of spam, why do people ghost? Here are the top three reasons:
Human Nature: People tend to avoid uncomfortable conversations. When a prospect feels they need to say "no" or give a tough answer, they often choose silence over conflict, fearing a pushy salesperson might try to change their mind.
Lack of Commitment: Prospects may show initial interest but hesitate when it comes to fully committing. Whether it's fear of change or anxiety over making a significant business decision, hesitation is natural—even if they're excited about the idea.
Overwhelmed Prospects: In today’s busy world, prospects are flooded with messages from media reps and countless others. Important emails can easily get lost or forgotten amidst the clutter, despite the prospect's good intentions.
While ghosting can’t be eliminated entirely, as a professional salesperson, there are ways to minimize it.
Strategies for sales professionals to avoid getting ghosted:
Clear Introductions: Start every conversation by clearly explaining who you are, what problems you solve, and ask if those issues resonate with your prospect. Set the tone for a focused conversation, and propose a follow-up if they’re interested.
Schedule Follow-Up Meetings: Always send a calendar invite for any scheduled calls. This ensures both parties are on the same page and reduces the chance of being forgotten.
Send Reminder Emails: A day or two before the meeting, send a quick reminder with a subject like “Meeting Tomorrow.” Let them know no response is needed unless plans have changed.
Address No-Shows: Ask your prospect, “If we miss our call, what would you like me to do? I don’t want to bug you with follow-ups like a kid on a road trip asking, 'Are we there yet?'"
Gently Close the File: If you've been ghosted despite several touch points, send an email with the subject “Close the file?” Explain that it’s perfectly fine if they're no longer interested, and there are no hard feelings. This often prompts a reply to clarify their decision.
