mowr insights weekly

Did You Survive Spooky Season?

Introduction: The Ghosts of Sales Past

In the realm of landscaping sales, ghosting haunts even the most seasoned professionals. Leads vanish into thin air, leaving salespeople frustrated and with leaky pipelines. But fear not—we’ll explore spring spooky season, uncover the reasons behind ghosting, and reveal strategies to break the curse.

What is Ghosting in Sales?

Ghosting in sales occurs when potential buyers suddenly stop responding to a salesperson’s calls or emails. It’s like they disappear into thin air, leaving the sales rep without an understanding of what went wrong. It can be frustrating for salespeople who have invested time and resources into building a relationship with the prospect.

When faced with ghosting, salespeople may choose to keep chasing the prospect in hope of a reply, move on and focus on the next opportunity, express frustration, or find ways to reduce its occurrence.

When Does Ghosting Happen in Sales?

Ghosting can happen at any stage in the landscaping sales cycle. Common examples include:

1. Prospecting: A promising potential client expressed interest, yet suddenly and without warning, communication from them ceased altogether.
2. Initial Contact: The prospect seemed eager for a site visit, but at the last minute, they cancelled without explanation.
3. Proposal Stage: Despite sharing valuable information, the prospect remained silent.
4. Deal Close: After verbally agreeing to pricing, there was no response.

No matter at what stage ghosting occurs, it affects salespeople, teams, and organizations in many different ways.

The Impact of Ghosting on Sales

• Wasted Time and Resources: When leads vanish, valuable resources are wasted.
• Missed Opportunities: Ghosting can lead to missed sales and revenue.
• Frustration and Demotivation: Sales reps feel stressed and unconfident.
• Long-Term Consequences: Companies lose out on repeat business and customer loyalty.

Breaking the Curse: Strategies to Prevent Ghosting

1. Build Relationships: Prioritize interactions and trust-building over mere transactions.
2. Follow-Up Persistence: Remind prospects of your commitment to them and their property.
3. Open Communication: Ask about their needs and fears and challenges.
4. Trust-Building: Solid relationships ward off ghosts and fill your pipeline.

My Best Ghost Story

We all celebrated when I received the notification that we had secured a substantial maintenance contract for a large facility in Ontario. Our crew was perfectly prepared for the full-day site, and everything was already scheduled. However, days passed after the award letter, and the contract remained unsigned. I followed up with a quick email, but there was no response. The next day, I made a call, only to encounter the same result. This pattern persisted for 10 days, with the contract start date looming. Then, during my drive home, I witnessed another company completing the spring cleanup—a phantom competitor who seemed to possess telepathic communication skills with the facility manager, given the lack of response. It was at this moment that I discovered the truth: despite our win notification, the facility manager had chosen one of his friends, who submitted a bid $500 lower than ours, and awarded him the contract just three days after the supposed ‘deadline.’ Shockingly, this had been going on for three years. The silver lining? Two weeks ago, when I returned to the area, the facility was entirely abandoned, with a ‘new condos coming soon’ sign. As someone in sales, I’ll gladly take this as a small win.

Final Thoughts

A disconcerting trend has emerged: transactions are supplanting relationships. As the industry becomes increasingly transactional, the significance of forging robust connections becomes even more pronounced. Mutual value and trust are paramount. Genuine client partnerships serve as the bedrock of your business. Take the initiative to reach out, check in, and express your appreciation.

Greg Cranford

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