Introduction:
Ghosting in B2B sales is an all-too-common challenge faced by sales professionals and business owners alike. What is Ghosting? Simply, it’s where, after investing considerable time and resources into generating leads, building a relationship, presenting a proposal, or conducting a demo, prospects disappear without a trace. The experience can be deeply frustrating and costly. This article explores strategies to minimise the chances of being ghosted, helping you close more deals and safeguard your valuable time and effort.
1. Understanding the Ghosting Phenomenon in B2B Sales
Ghosting, the act of a prospect becoming unresponsive after initial positive engagement, is particularly prevalent in B2B sales. We’ve all experienced this phenomenon at some point in our sales career. A number of factors contribute to this behaviour, including shifts in priorities, internal organisational changes, decision paralysis within the prospect’s company, and, sometimes, just plain rudeness.
According to a study by the Harvard Business Review, approximately 58% of sales opportunities are lost due to the prospect deciding to “do nothing.” This inaction often manifests as ghosting, leaving the salesperson in the dark about the true reasons behind the decision Understanding potential underlying causes is the first step in developing b2b sales strategies to prevent ghosting.
2. The Impact of Ghosting on Sales Professionals
Ghosting doesn’t just waste time—it can also lead to missed revenue opportunities and it deeply frustrates the sales team. Equally, it negatively impacts the quality and validity of the sales pipeline. When a prospect goes silent, the sales cycle extends, leading to longer lead times and lower overall conversion rates. According to research by Gong.io, deals that drag out past a certain point have a significantly lower chance of closing. Specifically, deals that extend beyond 90 days see a drop in close rates by nearly 50% .
This impact is magnified in smaller businesses, where sales teams—or even business owners—are often stretched thin, juggling multiple roles. The loss of a promising B2B lead can feel especially significant, underscoring the importance of having robust strategies in place to minimise the risk of ghosting.
3. Strategies to Prevent Ghosting and Improve Response Rates
So, what are realistic approaches for achieving what you want, i.e. a response, preferably positive?
a. Setting Clear Expectations and Timelines
One of the most effective ways to prevent ghosting is by setting clear expectations and timelines from the very beginning. Before ending any interaction, always schedule the next step. Whether it’s a follow-up call, a meeting to review the proposal, or a product demo, locking in a concrete next step keeps the momentum going.
Research has shown that when a specific date and time are agreed upon for the next interaction, the likelihood of ghosting decreases significantly. This is because a set appointment creates a psychological commitment in the prospect’s mind, making them less likely to disengage.
Moreover, it’s essential to communicate the mutual benefits of the proposed timeline. For instance, emphasising how sticking to the agreed schedule will help the prospect meet their internal deadlines can create a stronger sense of urgency and importance.
b. Creating a Sense of Urgency and Value
Creating a sense of urgency is not always easy since some prospects are at the early research, rather than the buying, stage. Sales professionals should strive to position their proposals in a way that emphasises the cost of inaction. For example, if delaying a decision could result in lost opportunities or increased costs for the prospect, this should be clearly communicated.
A study by Forrester Research found that 70% of B2B buyers are influenced by the urgency of the solution to their problem when making a purchasing decision. By clearly articulating the risks of delay, such as missing out on market opportunities or facing increased competition, sales professionals can encourage quicker decision-making.
In addition to urgency, personalising the proposal to directly address the specific challenges and goals discussed during your meetings reinforces the value you bring. This tailored approach not only differentiates your proposal from generic pitches but also makes it more relevant and harder to ignore.
c. Leveraging Multiple Communication Channels
Another effective strategy to reduce the chances of being ghosted is leveraging multiple communication channels. Relying solely on email for follow-ups can be risky, as emails can easily be overlooked or deprioritised. Incorporating other channels like phone calls, LinkedIn messages, and even text messages can significantly increase your chances of reaching the prospect.
For example, if a prospect doesn’t respond to an email, a quick LinkedIn message or phone call might capture their attention. Research indicates that a multi-channel approach can increase response rates by up to 30% compared to single-channel outreach.
However, it’s crucial to balance persistence with respect for the prospect’s time. Overcommunication can lead to annoyance, so it’s important to space out your follow-ups and ensure each communication adds value, rather than just checking in for the sake of it. That’s despite the temptation to leave a curt message when your impatience gets the better of you!
d. Developing a Mutual Action Plan
A Mutual Action Plan (MAP), also known as a Joint Execution Plan (JEP), is an excellent way to keep both parties engaged and on the same page. This plan should outline the steps needed to move forward, assign responsibilities to both the salesperson and the prospect, and set clear deadlines for each task.
For example, the MAP could include tasks like reviewing the proposal by a certain date, followed by a call to discuss feedback. This collaborative approach not only keeps the process moving forward but also fosters a sense of partnership, making it less likely that the prospect will disengage.
Equally, by committing to certain actions, prospects are more likely to follow through due to the consistency principle—a psychological concept where individuals strive to align their actions with their previous commitments. This principle, commonly used in behavioural psychology, can be a powerful tool in B2B sales when applied correctly.
e. Knowing When to Walk Away
Despite your very best efforts, not every lead will convert. Recognising when a prospect is no longer engaged—and knowing when to walk away—can save valuable time and resources. A well-timed disengagement can actually leave the door open for future opportunities, as it shows professionalism and respect for the prospect’s current situation.
When deciding to step back, it’s essential to do so in a way that maintains the relationship. For instance, you might send a final email acknowledging the lack of response, expressing your willingness to assist in the future, and leaving the door open for them to reach out when the timing is better. This approach ensures that the prospect doesn’t feel pressured, but also understands that you’re still interested in working with them down the line.
4. Tools and Technologies to Support Anti-Ghosting Efforts
Modern CRM tools and follow-up automation software are invaluable in combating ghosting. Pen and paper, and the odd memory jog just isn’t good enough. You need to use systems and processes. Your follow-up must be task driven. Task management and CRM tools allow sales professionals to track engagement, set reminders for follow-ups, and even automate personalised outreach. For instance, if a prospect hasn’t opened your proposal after a certain period, an automated reminder can be triggered, keeping the communication on track without requiring constant manual effort.
Analytics provided by these tools can also offer insights into how your proposals are being viewed to give you a sense of the current level of engagement.
Ultimately, data-driven decisions, supported by CRM analytics, can significantly reduce the chances of ghosting by ensuring that your follow-ups are timely and relevant.
Conclusion:
Ghosting in B2B sales is intensely frustrating. You definitely won’t win every proposal. And, some interactions will fail despite your best efforts. Some buyers are just downright rude, and lazy. But, in some cases, it can be a manageable challenge. By setting clear expectations, creating urgency, leveraging multiple communication channels, and knowing when to walk away, sales professionals can reduce the chances of being ghosted. Additionally, using tools and technologies to support these strategies will not only protect your time but also improve your closing rates. Implementing these practices will help you maintain control of the sales process, keeping prospects engaged and responsive until the deal is closed.
