Why Your Customers Are Ghosting You (And How to Win Them Back)

Picture this: You run a small business specialising in customer service training. You've worked hard to establish your reputation, and you know that your services can genuinely transform businesses by upskilling teams and improving customer interactions. Your passion is undeniable, and after years of honing your craft, you've developed a programme that is tailored, results-driven, and proven to work. Yet, despite your best efforts, you’ve encountered a modern-day business dilemma: ghosting.

Yes, even in business, ghosting is a real and growing challenge. You get a lead, a prospect expresses interest, you follow up with enthusiasm and professionalism, and then... nothing. Silence. Your calls go unanswered, your emails unread. What happened? And more importantly, how can you turn this around?

In this article, I'll share my personal story as a small business owner specialising in customer service training. I’ll explain why some prospects seem to disappear after showing initial interest and offer my top 10 strategies for getting them back on track.

But here’s the key point: It’s OUR responsibility to do business with our prospects and customers, NOT their responsibility to do business with us. We must be proactive in understanding their needs and earning their trust, and that starts with how we approach the relationship after they first express interest.

The Initial Spark: It all started with a promising enquiry. A mid-sized retail company reached out, eager to improve their frontline staff’s ability to engage with customers more effectively. We had an engaging initial chat. I asked all the right questions and they shared their challenges in handling customer complaints, upselling in a customer-centric way and creating memorable experiences.

Excited by the prospect of helping them, I quickly put together a detailed service proposal. It was personalised to their needs and showcased the value I could bring. The proposal was sent on a Friday afternoon, with a follow-up call scheduled for the following Tuesday. Everything seemed set, and I anticipated closing this deal soon.

And then... Silence: Tuesday came and went. No response to my calls. I sent a polite follow-up email a few days later. Still no word. A week passed, then two. My calls went straight to voicemail. At this point, I realised I had been ghosted.

It’s frustrating, isn’t it? Especially when you know that your service is exactly what they need, but for reasons unknown, they’ve simply gone silent. After a few more attempts to reach out, I decided to take a step back and review my approach.

I asked myself, why does this happen? And more importantly, how can I prevent it from happening again?

Why Prospects Ghost: There are a few common reasons why prospects ghost, and recognising these is key to winning them back:

1. Overwhelm: Many businesses are inundated with proposals and pitches. Sometimes, they simply don’t have the bandwidth to respond to all of them.
2. Internal Changes: A shift in priorities or budgets can put your proposal on the back burner.
3. Second Thoughts: Sometimes the prospect isn’t convinced you’re the right fit but doesn’t want to outright say so.
4. Lack of Urgency: The problem you’re solving may not be as pressing to them as it is to you OR as THEY first thought.
5. Competing Offers: They may be comparing you with other providers and haven’t made a decision yet.

The Turning Point: Determined not to let this opportunity slip, I reviewed my communications and identified that while my proposal was solid, I could have done more to keep the conversation flowing between initial contact and the formal follow-up.

So, I took a more creative approach to re-engage the prospect.

Here’s an example of how I turned things around with that mid-sized retail company—and it worked.

The Example: After a few weeks of silence, I sent an email titled, “Have We Missed the Mark?” In this email, I didn’t push for a decision. Instead, I acknowledged their likely busy schedule and asked if perhaps I had misunderstood any of their needs or concerns. This humanised my approach and invited a dialogue rather than pushing for an answer. I also subtly reiterated the value I could bring by attaching a recent case study showing measurable results from a similar client.

A few days later, I received a reply. They apologised for the delay, explaining they had been caught up in an internal restructuring and appreciated the gentle nudge.?

This response gave me the opening I needed, and after some back and forth, we scheduled a new meeting and eventually closed the deal.

So what other options might we consider?? Here’s my Top 10 Strategies to Get Prospects to Respond:

1. Personalise Your Follow-Up – Don’t just send a generic “just checking in” email. Reference your previous conversation and provide specific reasons why your proposal will solve their unique challenges.
2. Get the Timing Right - Consider the timing of your follow-up. Avoid busy times like Monday mornings or Friday afternoons. Mid-week follow-ups often work best.
3. Offer Value in Every Communication – Each follow-up should provide value. Share a relevant article, industry trend, a case study or a recent testimonial that might pique their interest or remind them why they reached out in the first place.
4. Ask for Feedback, Not Just a Decision – If they’ve gone silent, ask if they have any concerns about the proposal or if you missed any key details. This opens the door for dialogue rather than forcing them into a yes/no decision.
5. Use Multiple Channels – Don’t rely solely on email. Try a LinkedIn message, a LI video or Bomb Bomb message, a phone call, or even a direct message on social media. Mobile phone text messages have a 98% open rate and you have a significantly increased likelihood of receiving a response, even if it’s “thanks but no thanks”.??
6. Create a Sense of Urgency – Remind them of the importance of solving the problem they initially contacted you about. Offering a limited-time incentive can also create urgency but use with caution as this can come across as pushy and lacking focus on their specific needs i.e. you’re focused on getting the deal more than the right solution for them.
7. Send a Handwritten Note – In this digital age, a handwritten note can be a standout gesture. Sending a thank-you card for their time or a note about something personal you discussed in the meeting can make a big impression.
8. Use a Soft Close – Instead of asking, “Do you want to move forward?” ask something like, “Would you like to explore the next steps in this process?” This takes the pressure off and keeps the conversation going.
9. Be Persistent but Polite – Don’t give up after one or two follow-ups. People are busy, and sometimes they need a reminder. However, always keep your tone polite and understanding.
10. Give Them Space – If you’ve followed up multiple times without a response, consider giving them some breathing room. Let them know you’re available whenever they’re ready to continue the conversation, and then take a step back.

If you’ve tried all of the above without success it might be time to consider one last final attempt using “The Three Line Email.”

The three-line email is an incredibly simple (some would say basic!) way to follow up with past leads, enquiries and prospects.? Many of our colleagues in the Entrepreneurs Circle have used it to great success, so here’s how it works:

Send the following email to your prospects (people who have enquired with you in the past)

The 3 Line Email

Hi (name)

Line 1

I appreciate you’re busy, although don’t want you to think I’ve forgotten about you ??

Line 2

(Option #1) Are you still keen to talk about the proposal we prepared for you regarding (details of opportunity)?

(Option #2) Are you still interested in the opportunity for us to partner with you regarding (details of opportunity)?

(Option #3) Do you still want to explore what we can do for you regarding (details of opportunity)?

Line 3

If so, just hit REPLY and let me know when would be a good time to contact you.

Kind regards,

(your name)

That’s it! (told you it was simple ??)

Send this email out to your 'ghostees' list.

Do it now, today!

You may be surprised at the response it gets.

Ghosting is frustrating, although it’s not the end of the road.

By understanding why prospects might go silent and adopting a more strategic approach to your follow-ups, you can re-engage them and ultimately win their business - or at very least, find a way to keep the door ajar.

For me, the journey with that mid-sized retail company taught me invaluable lessons.

It reminded me that PERSISTENCE, creativity and empathy are essential in sales. Most importantly, it reinforced the idea that it’s our responsibility to do business with our prospects, not the other way around.

Not every prospect will respond on your timeline, however with the right strategies in place, you can ensure that when they are ready, you’ll be the first person they call.

For more top tips and ideas we invite you to join our FREE 30 minute online training event, designed to ensure you and your teams continue to deliver remarkable customer service.?

Just click on the link in the comments box.

Until next time - keep FIT ??

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