How to Help Prospects Avoid Ghosting You

 
Nobody likes being ghosted — which is why knowing how to help prospects avoid ghosting you is essential. The switch from enthusiasm and promise to silence, with no explanation of what went wrong, can be disheartening. When it keeps happening, it can be downright heartbreaking.

In an article by Seth Marrs of Forrester, he revealed that 62% of B2B buyers regularly ghost reps. That’s a lot of lost prospects.

Ghosting can be both frustrating and damaging to your pipeline. And understanding why it happens — and how to prevent it — is key to keeping momentum and closing deals.

This piece looks at what causes prospect ghosting and offers practical strategies to help you stay front-of-mind and in control. Whether you’re new to sales or looking to sharpen your skills, the insights here tie closely into effective sales training that actually sticks.

Understanding Why Prospects Ghost Salespeople

It’s important to try to understand the many pressures that may affect mental state of your prospects. There may be many factors in their decision-making that may have nothing to do with you, your product, or your sales pitch.

From sudden money worries to the negative opinion of a partner, many external factors can lead to a prospect getting cold feet. Any of these or many other unknown factors could cause a change of heart, with ghosting simply being a subtle way of not having to let you down in words, voice, or person.

However, there are also factors in a prospect’s decision to back away that you can affect.

Common Reasons Prospects Disappear

Prospects may cease communication for several reasons, including:

• Timing Issues: The prospect’s priorities may have shifted. Unforeseen internal changes, such as budget constraints or organisational restructuring, might have occurred. Example: a merger may require the adoption of an existing software system, rather than the purchasing of a new platform.
• Misalignment of Needs: The prospect may realise that the offered solution doesn’t align with their specific requirements, leading them to disengage rather than communicate their concerns. Example: Having tried out your product, a manager finds it doesn’t have all the features their team requires.
• Engagement with Competitors: Prospects often explore multiple options simultaneously and might lean towards a competitor’s offering, resulting in reduced communication. Example: A Head of Procurement has been free trialling three platforms side by side. Yours is not the platform they have ultimately chosen.
• Lack of Clear Next Steps: Ambiguity regarding the follow-up process can lead to prospects losing interest or feeling uncertain about proceeding. Example: You said you’d call back in five days but took two weeks to leave a message with their assistant. This lowered the prospect’s trust in you.

Psychology Behind Prospect Ghosting

Understanding the psychological aspects of ghosting can provide deeper insights. Three common psychological effects pertain here: conflict avoidance, decision paralysis, and pressure avoidance.

• Avoidance of Conflict: Prospects may find it uncomfortable to decline an offer or provide negative feedback, choosing silence over confrontation.
• Overwhelm and Decision Paralysis: Facing numerous options or a complex decision-making process can lead prospects to disengage as a coping mechanism.
• Perception of Persistence as Pressure: Excessive follow-ups without added value can be perceived as pressure, prompting prospects to withdraw.

Sales professionals need to be aware of these tendencies and act to minimise their triggering. Here, for instance, are three strategies you might adopt, one for each effect:

Conflict Avoidant Prospect: Make it clear upfront how much you’d value honest feedback on the product or service offering.

Overwhelmed Prospect: Simplify the decision-making process by taking things step-by-step. Don’t offer a bewildering array of add-ons if the prospect isn’t sure if they like the basic offering.

Pressurised Prospect: Take the foot off the pedal and lay out a light touch schedule up front, i.e. if you say, “I’ll give you a call in a couple of weeks,” then stick to that schedule.

Proactive Strategies To Prevent Ghosting

Rather than simply being reactive, you can also take certain measures at the start of the negotiation prospect to minimise the chance of ghosting.

Set Clear Expectations From The Start

Establish a clear framework for communication and decision-making to prevent misunderstanding:

• Define the Process: Clearly outline each stage of the sales process, including timelines and responsibilities, to ensure mutual understanding. Example: “The free trial period expires on the 15th, so I’ll give you a call just after than to see how you found it.”
• Mutual Agreement: Collaboratively set expectations with the prospect regarding communication frequency and preferred channels. Example: “I’ll email you the specs, and let’s talk things through on Zoom a week later, since we both prefer to do things face to face.”

Both strategies give some power over the process back to the prospect, which builds trust and confidence in the relationship between seller and buyer.

Building Stronger Relationships With Prospects

Creating genuine connections can enhance trust and reduce the likelihood of ghosting. Here are two ways to do that:

• Active Listening: Demonstrate empathy and understanding by attentively addressing the prospect’s needs and concerns. Write down criticisms they have voiced and take these back to your line manager. If concerns are voiced regularly, this may indicate a weakness in the product or the pitch script.
• Personal Engagement: Engage with prospects on platforms like LinkedIn by acknowledging their posts or sharing relevant content, thereby maintaining visibility and rapport. Stay away from more personal, less business-like platforms (like TikTok or Facebook).

The key word here is genuine. If it feels forced or intrusive, don’t do it.

Creating A Follow-up Plan That Works

A well-structured follow-up plan can keep the conversation moving without overwhelming the prospect.

Instead of simply checking in, offer current information or insights that make your outreach valuable. A good follow-up strategy includes a mix of scheduled check-ins and spontaneous, value-driven messages.

For example, if a prospect has gone silent, try sharing an industry report or a case study relevant to their business. This approach reinforces your value while reigniting their interest.

Effective Communication Techniques To Keep Prospects Engaged

Using personalisation to strengthen connections

Generic outreach is easy to ignore, while personalised communication builds engagement.

When following up, reference specific conversations you’ve had, your prospect’s business challenges, or their key interests. A simple personalised touch, such as acknowledging a recent company announcement, can go a long way to demonstrate attentiveness and sincerity.

Sometimes a small but thoughtful gesture—like sending a relevant book or an article suited to their role—can help deepen the connection and encourage a response.

The Right Way To Follow Up Without Being Pushy

There’s a fine line between persistence and pushiness. Instead of repeatedly asking for a status update, use open-ended questions to encourage a response.

Questions like “What’s the biggest priority for your team right now?” or “What’s changed since we last spoke?” allow the prospect to engage naturally.

Timing also matters—avoid overwhelming them with back-to-back messages and instead space out follow-ups to feel organic rather than forceful.

Maximising Multi-Channel Communication

Email is only one tool in your sales arsenal. If a prospect isn’t responding via email, try engaging on LinkedIn, sending a voice message, or even mailing a personalised note. But don’t overdo it – one extra channel should be enough.

Different people prefer different communication channels, so diversifying your approach can increase your chances of re-engagement.

Some prospects may also be more responsive to casual, low-pressure touchpoints, such as interacting with them on social media before moving to direct messages or calls.

To take full advantage of these channels, check out htese further hints and tips for each of them:

LinkedIn Social Selling
Catchy Email Subject Lines
Leaving a Sales Voicemail

Sales Techniques To Keep The Conversation Alive

Two key techniques worth trying are creating urgency and using objectives to re-engage a prospect.

How To Create Urgency Without Pressuring Prospects

Creating urgency is about emphasising the value of acting sooner rather than later—without resorting to pressure tactics.

Rather than using generic scarcity tactics, such as “limited-time discounts,” focus on highlighting the business impacts of delay. For example, show how acting now could help them capitalise on a trend or avoid a foreseeable risk.

You can also provide a small but meaningful incentive to encourage commitment, such as an exclusive consultation or a service add-on for early decisions.

Overcoming Common Sales Objections To Prevent Drop-off

Objections often signal hesitation, not disinterest. Instead of responding defensively, validate your prospect’s concerns and provide solutions.

If budget is an issue, for instance, offer phased implementation options. If timing is the concern, outline a roadmap that aligns with their schedule.

Sharing testimonials from clients who overcame the same objections can help reassure prospects that they’re making the right choice.

Using Technology To Reduce Prospect Ghosting

Tools can help you re-engage a prospect. Two of the best are your automation CRM tools.

Using CRM Tools To Track And Improve Engagement

Technology plays a vital role in sales ghosting prevention.

A well-integrated CRM allows you to monitor prospect interactions and engagement levels. If a prospect who was responsive stops interacting, your CRM can provide valuable insights. Look at their last opened email, check out their website visits, or examine past concerns.

This lets you craft a targeted re-engagement message that really addresses the underlying issue.

Automation vs. Personalisation – Finding The Right Balance

Automation is helpful for efficiency, but over-reliance can make interactions feel robotic. Don’t over-rely on it but use it where it is most effective and least intrusive.

Use automation for initial outreach, scheduling, and reminders, but personalise critical touchpoints.

For example, a prospect should never receive a templated follow-up email after a detailed sales conversation. Instead, reference their pain points directly and offer relevant solutions tailored to their concerns.

Key Takeaways To Prevent Ghosting In Sales

Be proactive in examining what you might be doing wrong.

You have control over two major levers in your approach to prospects who may be withdrawing. You can either adjust the content of your pitch, or the techniques of your approach, or both.

The content of each act of engagement is worth examining. Focus on continually adding value, establishing clear next steps, and adjusting outreach based on prospect behaviour. Don’t simply send contentless nudges.

Secondly, monitor engagement patterns through CRM tools to refine your follow-up strategy. If a prospect stops responding, assess whether the frequency, content, or timing of your outreach needs adjusting.

How To Build A Sales Process That Minimises Ghosting

A well-structured sales process significantly reduces ghosting. This includes:

• Qualifying Leads Effectively: Target high-quality prospects to avoid wasted efforts.
• Using Multi-Touch Follow-Ups: Use various communication channels to maintain contact.
• Personalising at Scale: Dig into CRM data to tailor outreach while maintaining efficiency.
• Creating Feedback Loops: Analyse ghosted prospects to refine future sales approaches.

Be A Ghostbuster!

Prospect ghosting is a challenge, but with the right strategies, it can be minimised.

By using proactive communication techniques, leveraging technology, and refining your sales approach, you can improve engagement and close more deals.

For more advanced sales techniques, consider our Selling Skills Training programs. If you prefer customised coaching for your team, explore our In-House Training solutions to enhance sales performance and prevent ghosting before it happens.

Happy Selling!

Sean

Sean McPheat
Managing Director
MTD Sales Training