You had a great conversation with a potential client. The sales pitch was strong, the prospect seemed engaged, and you were confident in the next steps.
Then… silence.
Ghosting is one of the biggest challenges in the sales process. You’re not alone—every sales rep and team has dealt with it before.
But here’s the good news: ghosting isn’t always a lost deal. Sometimes, B2B buyers get busy, or a buying decision gets delayed due to bad timing.
Other times, your sales strategy could’ve been structured better to prevent ghosting in the first place.
Let’s talk about building rapport, how to reduce client ghosting, and how to revive a ghosted prospect.
Why a Prospect Might Ghost (And Why It’s Not Always a No)
If you work in sales management or part of a sales team, you’ve seen promising deals go cold. Common reasons include:
- Shifting priorities: The prospect was excited, but now have bigger fires to put out.
- Indecision in the buying process: They’re comparing options or struggling to commit.
- Lack of urgency: If your sales strategy doesn’t create a compelling reason to act now, they won’t.
- Internal roadblocks: Budget freezes, changes in leadership, or poor business relationship can stall deals.
One sales leader shared a story about a prospect who ghosted them for an entire year—only to later refer them to a customer success leader at another company. That referral turned into a five-figure deal in days.
The lesson? Sellers shouldn’t take ghosting personally. The goal is to stay top of mind without being pushy.
How to Prevent Sales Ghosting Before It Starts
The best way to handle sales ghosting is to prevent it in the first place.
1. Schedule the Follow-Up Before Ending the Call
A common mistake in the sales cycle is leaving follow-ups open-ended. Instead, before you finish a sales meeting, lock in the next step:
“Let’s schedule a check-in next week to go over any questions together.”
Now, you’re not waiting on a potential customer—they already have a meeting in the books.
2. Control the Proposal Process
If you send a proposal and just hope for the best, you’ve lost control of the sales process.
One salesperson shared a smarter way:
- Instead of sending a final proposal upfront, work on it together in a sales conversation.
- Align on the buying decision, clear expectations, and pricing before finalizing.
- This makes the buyer feel invested, reducing the chances of the client ghosting.
3. Create Urgency: Lock the Proposal After a Week
One digital marketing expert shared a unique tactic: Send proposals via Google Docs and lock access after a week if there’s no response.
Why does this work?
- It stops the prospect from sitting on it indefinitely.
- It makes them feel like they’re losing a valuable resource if they don’t act.
- It prevents them from sharing your insights with competing reps.
Suddenly, they have a reason to engage—before the document disappears. Of course, they could simply make a copy of the document beforehand, but Google Docs has settings to prevent this.
How to Follow Up Without Being Annoying
If you didn’t schedule a follow-up or if the prospect still ghosted you, the key is to build rapport in a way that adds value.
Here’s a sales strategy that works:
1. First Follow-Up (3-4 Days Later): A Light Nudge
Send a non-pushy email:
“Hey [Name], just wanted to check in and see if you had any thoughts. Let me know if I can clarify anything.”
2. Second Follow-Up (1 Week Later): Reinforce the Value
Instead of just asking for an update, remind them why they were interested in the first place.
“Last time we spoke, you mentioned [pain point]. Our approach is designed to solve that. Let me know if you’d like to discuss further.”
3. Third Follow-Up (Another Week Later): The Direct Call-Out
At this stage, be upfront:
“If this isn’t a priority right now, no worries. Just let me know so I can plan accordingly.”
Many buyers appreciate directness, and this often gets a salesperson a response.
4. Final Follow-Up (2-3 Weeks Later): A Pivot or Insight
If they’re still quiet, try:
- Sharing a case study relevant to their industry.
- Sending an article or podcast featuring your company’s customer success.
- Offering a strategy session as a way to re-engage.
If they still don’t respond? Move on.
2 Ways to Re-Engage Ghosted Prospects Later
Sometimes, a ghosted prospect will come back when the timing is better. Here’s how to keep the door open for old leads in your sales pipeline.
1. The “6-Word Email”
One sales rep shared this simple but effective follow-up:
“Are you still interested in [solution]?”
Short. Non-intrusive. Often gets a reply.
2. The Handwritten Note Trick
One sales professional shared that they sometimes send handwritten notes to ghosted prospects.
It’s a rare, personal thing that makes a lasting impression.
When to Move On (and Why That’s Okay)
Sales leaders agree: if you’ve tried building rapport, provided value, and followed up multiple times, and they’re still ghosting you—it’s time to let go.
But remember:
- Some prospects will circle back when the buying journey restarts.
- Others will refer you to someone else when they see a fit.
So instead of chasing every prospect ghost, focus on the ones who are engaged right now.
Final Thoughts: Make It Harder for Prospects to Ghost You
Sales ghosting is part of the job. But with the right approach, sales teams and reps can:
- Reduce ghosting by structuring your sales cycle smarter.
- Follow up with a buyer in a way that builds a personal relationship, not pressure.
- Stay top of mind with value-driven touchpoints like email and LinkedIn.
And most importantly—know when to move on. Because the right business relationship will always be worth the effort, and mutual respect for time and effort is key.
By optimizing your sales process, mastering sales training, and focusing on customer success, you can close more deals—without chasing ghosts.
Mo is the founder and CEO of Column, helping leaders shape public opinion through content and research. Connect with him on LinkedIn.
