How to Handle Your Prospect “Ghosting” You
“Ghosting” has become a popular term to reference when a person cuts off all communication with someone unexpectedly. While the term is more frequently used when referring to romantic relationships, ghosting is also common in business relationships.
If you have been ghosted by a prospect—or even a client—you are not alone! Many people have been ghosted by someone at one point in their career. This sudden end to the relationship may leave you confused, hurt, and maybe even angry, but it is important to keep in mind that ghosting is not personal. Often, we will take this abrupt silence as a slight against ourselves, when, in reality, it can be due to several factors, most of which are outside our control.
Sebastian Lane Consulting is well-versed in helping our clients avoid the dreaded ghosting and has developed a series of effective methods designed to break through any communication barriers and keep the conversation flowing.
Why Ghosting Happens & How to Avoid It
Perhaps the most important step in avoiding ghosting is to understand why it happens in the first place. While it is easy to instantly blame yourself for the ghosting, an objective review of your relationship with the client to this point will help you better understand where things may have gone wrong. Ask yourself if there were any clues or signs that you were not fully meeting their business needs or if there were missed opportunities. You may have misjudged the client’s interest or the overall relationship, but you likely would see the warning signs in advance, which means the ghosting can be due to something else.
Clients can stop communicating for a variety of reasons, including an unforeseen change in their business, a miscommunication, or even that they just forgot to reply. A change in their business, such as a reprioritization of a project or a budget adjustment, can result in them no longer being able to do business with you, even if they would like to. This is an example of why it is important to not take it personally as their business may change in your favor in the future. Maintaining a strong relationship and leaving the client with a positive view of you and your business will allow you to potentially work together in the future.
Also, consider they may want to work with you, but are unable to because they are currently engaged with another company or supplier. Navigating those waters may seem daunting and challenging, but with the right approach, you can coach them through the transition and ensure it is smooth for both you and your client.
How to Follow Up & Continue the Conversation
If you have built a good relationship and rapport with the client, the best thing you can do is reach out. We have found that the following steps and tips increase the likelihood of a response:
Show concern for the client’s well-being first and foremost. As stated above, ghosting can happen for a variety of reasons. The best approach is to not assume anything and follow up with genuine concern. Express your interest in continuing your conversation and make it clear that you are available to reconnect with the client and continue to support their business needs.
Remind them where the conversation left off, including a recap of your prior discussions. By recapping your previous conversations, you can quickly highlight all of the progress you have made and demonstrate your commitment to their business. Touch on their pain points and how you can help address them and remind the client why they sought your services in the first place. Often, this recap is an effective way of opening up the dialogue once again.
Provide any additional details, such as value-adds or enhancements you can offer. A follow-up is a great opportunity to provide any benefits or features new to your company or ones that you may have not had a chance to discuss in your previous conversations with the client. By doing so, you not only tout your capabilities but also show an understanding of their business and needs. This also provides an opportunity for a discussion as they may want to learn more about your enhanced offerings.
Don’t be afraid to follow up, but don’t do so too often. While persistence shows your concern and willingness to support your client, too much can push them further away. If you previously communicated on a regular cadence, such as every week or once a month, try and stick to that schedule. Daily follow-ups will likely clutter their inbox and feel less genuine unless you had previously established such frequent communication. In our experience, more thoughtful and client-specific follow-ups are more effective than quick and frequent ones.
When Is It Time to Move On?
If you have followed up with the client several times and have still not heard anything back, it is best to move on. At this stage, the best course of action is to write a brief final email letting the client know you are happy to pick the conversation up at any time, but that you will no longer be reaching out. Although this may be a difficult step, especially if you have cultivated the relationship over a long period, continued silence is a sign the client is unable or unwilling to do business at this time.
We understand that getting ghosted by a client or prospect can leave you confused and searching for answers. We also believe that it provides you and your team an opportunity to reexamine your sales process to identify effective methods to avoid ghosting in the future. Our experienced team is here to help you navigate these difficult waters and craft a toolkit to handle similar situations.
If you have questions about how to effectively handle ghosting, or learn more about our sales process services, we are here to help. To schedule your free initial consultation, call Sebastian Lane Consulting at 443-534-6783 or email us at jesse@sebastianlaneconsulting.com.