Why clients "ghost" you and what to do about it-Why-clients-ghost-you-and-what-to-do-about-it

Video Transcription

Video Summary

The webinar focused on why sales prospects “ghost” and how salespeople can reduce and recover from it. Raoul Monks explained that ghosting is becoming more common because B2B buying has become more complex: more stakeholders are involved, decisions take longer, and buyers often see little difference between vendors. Research cited showed win rates falling 15% year on year and sales cycles increasing 32%.<br /><br />Raoul said the biggest mistake salespeople make is focusing on their own targets instead of the buyer’s experience. He outlined three main causes of ghosting: failing to overcome status quo bias, failing to build confidence in the recommendation, and failing to help buyers navigate internal decision-making.<br /><br />To avoid ghosting, he recommended:<br />- exploring the buyer’s performance goals, current approach, and the gap between them;<br />- adding value through insights and stories;<br />- making clear, confident recommendations;<br />- anticipating objections and managing expectations;<br />- helping the buyer map the decision process, identify stakeholders, and agree next steps;<br />- establishing a communication plan upfront.<br /><br />To overcome ghosting after it happens, he suggested varying follow-up channels, multi-threading the deal, asking different questions, continuing to add value, and offering the buyer an easy way to say no.

Keywords

sales ghosting

B2B buying

buyer experience

status quo bias

sales cycle

win rates

stakeholder management

decision process

follow-up strategy