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Découvrir CockpitYou present the demo or pitch to your prospect.
The meeting goes well, communication is fluid and you agree on a follow-up call to close the deal. You send them a tailor-made offer so they have all the details.
The problem: as the meeting approaches, your prospect does not confirm their attendance.
Days pass and they remain unreachable. The meeting time comes, yet your prospect is nowhere to be seen.
They no longer answer your calls and emails; it’s radio silence.
They seemed committed to the buying process, but you haven’t heard from them since.
Your prospect has ghosted you.
It’s painful and can significantly impact salespeople, their morale, and their results.
But before blaming your prospect and/or devaluing yourself, we’re going to break down this revealing phenomenon (albeit disrespectful) to learn how to face it and bounce back.
In this article:
- Why is my prospect no longer responding?
- What attitude should you adopt in the face of ghosting?
The term “ghosting” has made its way into everyday French with expressions like “to ghost someone” or “to get ghosted.”
Originally used in the context of personal relationships, “ghosting” was quickly adopted in the professional world, especially in the sales sector.
Here, we’re not talking about the prospect who never replied. We mean the prospect you met, who seemed interested and whose sudden, inexplicable silence has left you puzzled.
Why is my prospect no longer responding?
The causes of ghosting are varied and we will discuss several throughout this article, but here are the 3 most common reasons (+ a bonus) for ghosting:
1 - Your prospect isn’t as interested as you thought
When you agreed on the next meeting, they said “okay.” But we don’t all express ourselves in the same way; you assumed acceptance when in fact they might have been thinking “okay, I’ll think about it” or “okay, I’ll see if I can free up some time.”
This is just one example among many that illustrates the little everyday communication misunderstandings which can lead to a misinterpretation. It’s human to assume others work like us, yet it’s important to avoid making assumptions in order to stay open to your interlocutor’s thought process, to better understand and gauge them.
In practice, without an unequivocal “yes” from your prospect, try to confirm their acceptance before moving to closing. This might take the form of an additional interim meeting to give the prospect time to express that clear and enthusiastic “yes.”
2 - Your prospect is incapable of giving a clear “no”
Sometimes, a prospect gives you that “yes,” yet it doesn’t prevent them from bailing on you anyway.
In such cases, it is possible that your prospect simply doesn’t know how to say “no” face-to-face; they prefer to say “yes” and then disappear rather than say “no.”
The reason? It could be an issue of assertiveness, a difference in upbringing, or simply an old-fashioned lack of respect.
To avoid this, it is advisable to give your prospect the space to express both a “yes” and a “no”. Then, if you sense hesitation, you can continue providing information to help them make their choice and take a clear decision.
3 - You rushed the sales process
The third most common reason: you tried to move too quickly without giving your prospect enough time to solidify their purchase intent. The time needed to become aware of the value of your solution should not be underestimated, nor the time required to build a bond of trust between you and them.
Skipping steps in the sales cycle often results in prospects fleeing… While it is up to your prospect to realize the urgency of their problem and the value of your solution. You can guide them, of course, but the prospect will be more committed to your company if they choose you (or feel they are choosing you) consciously and enthusiastically.
Your role is not to aggressively convince but to lead your prospect to see the extent of their problem and the value of your solution, and then to connect the two in their mind.
Bonus - Your prospecting is poorly targeted
If your preliminary sales strategy is solid, your prospecting shouldn’t have this issue.
However, neglecting this strategic pillar is a fundamental problem that can have serious consequences for the entire sales cycle and undermine salespeople’s results without it reflecting on their skills.
The ideal client (or client avatar) must be precisely defined so that your prospecting efforts are coherent and fruitful. It is the central strategic element to continuously perfect.
For example, if all your prospects tell you they either don’t have the budget or don’t face the problem you solve, it’s a reason for concern.
Whereas a clear client avatar, well-known by salespeople, is an enormous strategic advantage for achieving exponential results.
What attitude should you adopt in the face of ghosting?
Understanding the different causes of ghosting already helps to clarify the situation. Now, what is the right reaction to take so that your client relationships and performance are not negatively affected?
The vicious cycle can quickly set in: your prospect’s ghosting leaves you in a state of confusion, with the unpleasant impression that they have wasted your time.
First, you’re angry at your prospect’s cowardice, then you begin to question your own abilities and take it too personally…
Prospect after prospect, your impatience drives them away and the vicious circle continues.
But don’t let yourself go and don’t damage your credibility: remain the go-to contact in case your prospect wishes to resume their buying journey one day.
No aggressive emails or sharp tones: no prospect should have the power to push you over the edge and tarnish your professional reputation.
The ultimate solution to ghosting is to send one last message to your prospect, politely expressing your confusion and stating that you remain available should they decide to get back in touch later.
Then, move on.
In the end, if they don’t have the decency to at least reply, they are not the kind of people you want to work with. So, stay positive and focused: many better opportunities await you.
