Cadence #75 - Why Do Clients Ghost You?

Hey there! ?? We’re back with another helpful edition, and today we’re diving into a tricky but common business challenge: client ghosting.

Whether it’s radio silence or a sudden drop-off in communication, we’ve all been there.

Let’s break it down—why do clients ghost, and what can you do to bring them back to the conversation?

Why Do Clients Ghost You?

Before jumping into solutions, it’s important to know the "why" behind the ghosting. Here are some common reasons:

1. Lack of Follow-Up

If clients don’t hear from you, they might assume you’re not interested or proactive enough. They’ll move on to someone who is.

• Example: A client who hasn’t received updates on their project in weeks might feel neglected and switch to a more communicative service provider.

2. Busy Schedules

Clients are juggling lots of things—emails, meetings, and deadlines. Sometimes, your messages just get lost in the shuffle.

• Example: A marketing manager launching a new product might miss your emails amidst the chaos of their day-to-day tasks.

3. Loss of Interest or Confidence

Maybe your client didn’t see the results they were expecting, and instead of discussing it, they choose to avoid confrontation by disappearing.

• Example: A client who felt underwhelmed by your services might ghost rather than address their disappointment.

4. Bad Timing

External factors like company mergers or personal issues might cause clients to put your relationship on hold.

• Example: A client going through a company restructure might pause all non-essential communications, including yours.

5. Over-Aggressiveness

Following up is important, but being too persistent can push clients away.

• Example: Constantly calling to close a deal or sign a contract could feel too pushy and cause the client to back off.

Tactics to Re-Engage Ghosted Clients

Now that you’ve got a handle on the reasons behind the ghosting, let’s look at some tactics to get those conversations flowing again.

1. Personalize Your Approach

Nothing beats a personalized message that shows you care about your client’s unique situation. Do some research and reference recent changes or accomplishments in their world.

• Action Step: Tailor your communication based on what’s happening with the client.
• Try This: If a client just got a promotion, congratulate them and mention how your services can help in their new role.

2. Use Social Media as a Gentle Reminder

Sometimes, a simple like or comment on social media can remind clients you’re still there without feeling intrusive.

• Action Step: Engage with their LinkedIn posts or send a short audio message to catch up.
• Try This: “I saw you’ve been busy with [specific project]. I’d love to catch up when you have a moment!”

3. Offer Value, No Strings Attached

One way to rekindle interest is by providing value without asking for anything in return. This can build goodwill and remind them why they worked with you in the first place.

• Action Step: Send over something helpful like an article, ebook, or invite to an event.
• Try This: “I thought you’d find this industry report interesting—enjoy!”

4. Schedule a Catch-Up

A simple, scheduled chat can work wonders to get things back on track. It’s a non-pressuring way to touch base.

• Action Step: Send a calendar invite for a brief catch-up.
• Try This: “Let’s have a quick 15-minute chat next week—how’s Tuesday at 2 PM?”

5. Address Pricing & Value Upfront

If you suspect pricing concerns might be causing the silence, don’t be afraid to bring it up and offer solutions.

• Action Step: Be ready to talk about pricing adjustments or offer a more tailored service package.
• Try This: “I understand budgets can be tight—let’s explore how we can modify our services to fit your needs.”

6. Be Empathetic & Patient

Sometimes, clients just need space. Giving them the room to respond on their terms can help build trust.

• Action Step: Let them know you understand things can get busy and that you’re there when they’re ready.
• Try This: “I get that things are hectic right now. I’m here whenever you’re ready to reconnect.”

Proactive Measures to Prevent Client Ghosting

Taking a proactive approach can save you from the stress of wondering if a client is ever going to reply. Here are some key strategies you can implement to keep communication flowing smoothly:

1. Schedule Regular Check-ins

Consistency is key. By touching base regularly, even when there’s no sale or project update, you show clients that you’re invested in their long-term success.

• Action Step: Add regular check-ins to your calendar that aren’t sales-focused, just relationship-focused.

2. Set Clear Expectations from the Start

No one likes ambiguity. Make sure that from day one, you and your client are on the same page regarding communication frequency, project timelines, and check-ins.

• Action Step: Clarify how often you’ll be in touch, what your process looks like, and when they can expect updates.

3. Continuously Offer Value

Even when you’re not actively working on a project, keep offering insights, resources, or relevant articles. It reminds clients that you’re there and care about their business.

• Action Step: Share industry updates or resources that you think would be useful for their business, even when you’re not pitching anything.

4. Uncover Their Motivations

To keep clients engaged, you need to understand what makes them tick. The better you know their priorities and goals, the more effectively you can tailor your communication.

• Action Step: Ask questions to understand what’s most important to them, both professionally and personally.

5. Develop a Client Support Plan

Show clients that you have their back throughout the entire partnership by creating a clear support plan. This way, they’ll feel supported and less likely to drift away.

• Action Step: Outline how you’ll assist them at every stage, from project inception to post-completion.

6. Be Transparent About Everything

When you’re upfront about pricing, timelines, and expectations, you build trust and avoid misunderstandings that could lead to ghosting.

• Action Step: Provide clear, detailed information about what they can expect from your services—transparency is your best friend here!

7. Don’t Be Overly Aggressive

There’s a fine line between persistent and pushy. While follow-ups are essential, don’t overwhelm your clients with too many calls or emails.

• Action Step: Keep your follow-ups respectful, and give them space to breathe. Balance is key!

Measuring the Success of Your Re-engagement Efforts

Getting a client to reply to your emails or calls is just the first step. The real challenge is ensuring that communication stays on track and the relationship moves forward. Here’s how you can measure the success of your efforts:

1. Track Client Response and Engagement

Once you’ve re-engaged a client, pay attention to how they respond. Are they simply being polite, or do they show signs of real interest?

• What to Watch For:Length and tone of their responses—are they giving detailed replies or just quick, transactional answers?Are they taking follow-up actions, like scheduling meetings or asking for more info?Increased interaction on social media or opening and clicking through your emails.

2. Assess Progress Toward Mutual Goals

A successful re-engagement should lead to movement on mutual goals. Whether it’s pushing a project forward or discussing future plans, there should be noticeable progress.

• What to Measure:Are milestones being met?Are they providing positive feedback, or are there still unresolved issues?

3. Monitor Relationship Quality

Even if they’ve started communicating again, it’s crucial to gauge the overall quality of the relationship.

• What to Consider:Are they communicating more frequently, or is it still sporadic?Is trust being rebuilt, or do they seem hesitant?

4. Evaluate Long-term Commitment

Ultimately, the goal is not just to re-engage the client but to secure their long-term commitment to the relationship.

• What to Look For:Are they renewing contracts or talking about future plans?Are they expanding the scope of work or sending referrals your way?

In Sum

Client ghosting doesn’t have to be the end of the road. By understanding their reasons for going silent and using thoughtful, personalized approaches, you can bring those clients back into the fold.

Thanks for tuning in to this edition of Cadence! We appreciate your continued support and hope these tips help you turn ghosting into great conversations. See you in the next issue! ??