How to Stop Getting Ghosted By Prospects | Cold Emailing

Ghosting is a frustrating and all-too-common occurrence in sales. It happens when a prospect suddenly stops responding to your emails, calls, or messages, leaving you in the dark about where you stand.

What Is Ghosting, and Why Does It Happen?

Ghosting in sales can occur for various reasons, often rooted in the dynamics between the prospect and the salesperson. Here are some of the most common causes:

1. Loss of Interest: The prospect may have lost interest in your product or service.

2. Change in Priorities: Their focus might have shifted to other priorities within their company.

3. Internal Issues: There could be unforeseen challenges within the prospect’s organization.

4. Poor Sales Experience: Sometimes, the sales process itself might have turned them off.

While ghosting is frustrating, it’s crucial to remember that it happens to everyone. Don’t always take it personally, although it’s worth noting that in some cases, ghosting could be a result of your actions. We'll address that later.

How to Prevent Ghosting

While you can’t entirely eliminate the risk of being ghosted, there are proactive steps you can take to reduce the likelihood of it happening.

1. Establish Clear Expectations

From the very beginning, set clear expectations with your prospects. This involves openly discussing timelines for follow-ups, outlining the next steps in the sales process, and clarifying how decisions will be made. When both parties understand what to expect, it creates a transparent and accountable relationship. If prospects know what to anticipate, they’re less likely to experience unpleasant surprises that might lead them to ghost you.

2. Add Value with Every Interaction

In a world where salespeople often have a reputation for being pushy or overly focused on closing deals, it’s essential to stand out by genuinely adding value with every interaction. Instead of being just another salesperson, position yourself as someone who genuinely wants to help solve their problems.

Adding value can take many forms: sharing useful tips, providing helpful resources, or simply listening and empathizing with their challenges. Building a foundation of trust and transparency is key to creating a relationship that goes beyond just closing a deal. By focusing on building a genuine relationship, you lay the groundwork for a long-term business partnership, making it less likely that prospects will ghost you.

What to Do When You’ve Been Ghosted

Despite your best efforts, there will be times when you’re ghosted. Here’s how to handle it professionally:

1. Resist the Urge to Over-Communicate

When a prospect stops responding, it’s tempting to keep sending follow-up messages. However, bombarding them with multiple emails or calls can come off as desperate and unprofessional. Instead of reacting emotionally, take a step back. Give them some space and focus on other prospects in the meantime.

2. Send a Polite Follow-Up

After giving them some time, it’s appropriate to send a polite follow-up message. One effective approach is the “Should I Stop Bothering You?” email. This acknowledges that your previous attempts at communication may have been intrusive and gives them an easy way to say whether they’re still interested or not. More often than not, they’ll respond with an apology for the delay and an explanation, such as being busy.

If they do ask you to stop contacting them, respect their wishes. However, don’t be afraid to check in again in a few months.

3. Offer Value Again

If you’ve been ghosted, consider offering value again in your follow-up email. This could be in the form of a discount, an extended trial period, or a useful resource that aligns with their needs. By giving something of value, you might just provide the nudge they need to re-engage with you.

Remember, people tend to reciprocate when they feel someone has been generous with them—a principle known as reciprocity. When you’ve consistently added value, prospects may feel compelled to give something back, even if it’s just a response.

Conclusion

Ghosting is an unfortunate part of sales, but it doesn’t have to derail your process. By setting clear expectations, consistently adding value, and handling ghosting professionally, you can reduce its occurrence and manage it effectively when it does happen. Keep these strategies in mind, and you’ll be better equipped to navigate the ups and downs of the sales process.

Happy prospecting!