Is Ghosting Bad for Business?

Business managers increasingly ghost suppliers and clients, leaving relationships strained, trust shattered and opportunities lost.

This damaging trend, often caused by workload and conflict avoidance, can hurt a brand's reputation, revenue, and long-term success.

Prioritising clear communication can prevent these costly consequences and strengthen business partnerships.

Why Business Managers Are Ghosting Suppliers and Clients: The Frustrations and Costs to Their Brand

In today’s fast-paced business world, maintaining professional relationships is crucial for long-term success. However, an unsettling trend has emerged: business managers ghosting suppliers and clients.

Ghosting is a term initially used in dating, which refers to abruptly cutting off communication without explanation. In business, this can happen when managers fail to respond to emails, calls, or messages from stakeholders they once engaged with.

Why Are Business Managers Ghosting?

One of the primary reasons business managers may ghost suppliers or clients is the sheer volume of work they are juggling. With many competing priorities and lack of clarity, emails and phone calls can get buried under layers of more pressing concerns. Instead of responding late, - or being honest -some may choose not to respond at all, inadvertently ghosting their business partners.

We know that 70% of managers are unable or unwilling to have difficult conversations. Difficult conversations—such as rejecting a proposal, renegotiating contracts, or conveying disappointment—can be uncomfortable and challenging. Some managers avoid confrontation altogether by choosing silence over direct communication. While this might feel easier in the short term, it only serves to damage the relationship in the long run.

Shifts in business strategy can cause relationships with suppliers or clients to lose relevance. For instance, a company may decide to change suppliers or focus on a different client base. Instead of delivering this news, managers may simply stop engaging with the now less prioritised contacts.

The heavy reliance on digital communication, such as emails, Zoom, and instant messaging can also lead to ghosting. Many managers feel bombarded by the constant flow of information, and communication fatigue can set in. As a result, they might ghost as a way of reducing their digital burden.

So what are the common Frustrations of Ghosting?

Ghosting often leaves the other party confused and frustrated, creating a ripple effect of negative emotions and strained relationships.

For clients and suppliers, silence can breed uncertainty. They may question whether their emails were received, whether something went wrong in the relationship, or if they should continue to try and communicate. This confusion can create a lot of wasted time and energy as the ghosted party tries to re-establish communication. Unnecessary wasted time and energy is bad for business and businesses.

Ghosting shatters the trust that is essential for a successful business relationship. When communication abruptly stops, it sends a message of unprofessionalism and disregard for the partnership. Clients and suppliers may feel undervalued or disrespected, which can permanently damage the relationship and weaken business networks.

When communication breaks down, so do opportunities for new business deals, collaborations, sharing, or problem-solving. A supplier with a new cost-saving idea or a client seeking to expand their business could be ignored, leading to a direct loss of business for the ghosting party.

Ghosting doesn’t just damage immediate relationships—it creates a toxic environment where trust, reliability, and respect are undermined. As business relationships are based on these factors, the silent treatment can result in irreparable rifts.

The Potential Cost of Ghosting to Your Brand or Business

Ghosting may seem like a simple way to avoid uncomfortable conversations, but the long-term costs to a brand or business can be severe.

Word spreads quickly in any industry. A reputation for being unreliable or unresponsive can harm a business's standing. Suppliers and clients talk, and when word gets out that a company frequently ghosts partners, others may become hesitant to work with them. This could tarnish a brand’s image and make it harder to build new relationships.

Ghosting leads to lost opportunities, and with that comes a loss in revenue. A client who is ghosted may seek out competitors, and suppliers may refuse to offer favourable deals or innovative solutions. Over time, this can significantly impact the bottom line.

Suppliers rely on communication to maintain inventory levels, plan logistics, and ensure smooth business operations. Ghosting suppliers can lead to delays, inventory shortages, or misunderstandings that affect product delivery and services. These logistical issues can tarnish a brand's customer experience and reputation.

Ignoring a client or supplier’s communication could open up legal and contractual risks. For instance, a business might miss important renewal deadlines or unintentionally breach contractual obligations. This can lead to lawsuits, penalties, or expensive settlements.

Top Tips to Avoid Ghosting in Business

No matter how busy a manager gets, communication should never be sacrificed. Even if a response is delayed, a simple acknowledgment of receipt and a timeline for further discussion can go a long way in maintaining trust and clarity.

When workloads get overwhelming, delegating communication tasks can help ensure that no client or supplier is left in the dark. Teams can work together to maintain open lines of communication and reduce the chances of ghosting.

If a relationship is no longer a priority, it's better to communicate this directly and respectfully. People appreciate honesty over being left in a communication vacuum. While this may be a difficult conversation, it allows both parties to move on professionally.

If digital communication fatigue is a challenge, setting boundaries such as designated response times or channels for urgent communication can help reduce the overwhelming influx of messages.

In Summary:

Ghosting in business damages professional relationships, erodes trust, and risks long-term success. While it might feel like an easy way to avoid difficult conversations or manage overwhelming workloads, the costs to a brand’s reputation and bottom line are significant. By prioritising clear and respectful communication, businesses can ensure they maintain healthy relationships with both clients and suppliers, avoiding the frustrations and consequences that come with being unresponsive.

PJ Stevens is renowned for his work on Leading Business Change. He records podcasts under this title and works with businesses and leaders to lead business change more efficiently and effectively, to build better businesses and business for good.