Navigating client ghosting: Understanding and overcoming the silence

Client Ghosting: the sudden, unexplained stop of communication from a potential client.

It feels like rejection.

It stings, especially when you’ve invested time and effort into a sales call and proposal.

If it hasn’t happened to you, it most likely will at some point because 100% sales conversion rates are unattainable, and as humans, your potential clients will not always act like you expect them to.

Ever had a promising client suddenly go silent? You’re not alone.

In this article, we’ll unpack what ghosting means and how to handle it without taking it personally.

The frustrating silence of client ghosting after a promising start

Picture this: A potential client reaches out, and you have an incredible initial call.

The conversation flows smoothly, they seem enthusiastic about working with you, and they even agree on the price.

You send over the proposal or contract, feeling confident about the next steps.

Then, bam – silence. No response. You follow up once, maybe twice, or even a third time, but still, nothing.

It feels like you’ve done something wrong.

Your mind starts filling up with various scenarios: Did I say something off-putting? Was the proposal too expensive? Did they find someone better? This uncertainty can be overwhelming and disheartening.

My own personal ghosting stories

In my 11+ years of being self-employed, I’ve experienced my share of client ghosting.

Just this year, three people said yes to joining Marketing by Nature and never signed up. I followed up, but no response.

I’ve even had my share of contractor ghosting. One housekeeper who cleaned my house weekly just stopped coming, without any message. When I messaged her to see if everything was OK, she blocked me on WhatsApp. Message received. I hired someone else.

Two months later, the same thing happened with another housekeeper. She stopped coming without a word, and then messaged me two months later wanting to return. I kindly declined her offer because she was the worst housekeeper I’ve ever had. If you know a reliable housekeeper who lives near me, PLEASE, send that person my way!!!

I hired a video editor to edit student testimonial videos and make reels. She completed one set and started the second, then stopped. She transitioned to a full-time job and moved to another country. She at least informed me of this, so I was understanding about the delay.

Weeks passed without a word though, so I asked her to please deliver what she had completed and send an invoice for 1.5 sets. Nothing. She still hasn’t replied.

I also hired someone to set up my program in an LMS (Learning Management System). It was a three month contract and towards the end of the first month, I noticed she wasn’t getting much work done. I wrote her a kind email expressing my concern about meeting the deadline.

She dragged me along with promises and no deliveries, then stopped communicating altogether after giving a final promise for a deadline.

Luckily, I got most of what I paid her back through PayPal. She did set up a few things, so I requested an 85% refund, but still had to pay PayPal fees.

I had to complete the job myself and bring in my web designer to help. This caused a two-month delay in launching my program, and I lost a few potential students who were ready initially but no longer ready when I was.

These incidents this year mean to me that I am a bit challenged with finding the right people who want to help my business move forward, and that I need an optimized contractor vetting process.

In any relationship, communication is the most important thing, so now, before I hop on a call with a potential contractor, I make sure they are aligned with my core values because I do not appreciate anyone wasting my time.

Best thing: It’s in my control, and it’s in yours, too.

Why ghosting happens

Ghosting can happen for various reasons:

• Unexpected life events: Sometimes, life happens and throws curveballs. Illness, family emergencies, or other personal issues might cause your potential client to go silent. Although this is less likely, it’s still a possibility.
• Change of mind: The client might have reconsidered their needs or priorities. They might feel guilty about telling you directly, so they opt to disappear and ignore you instead.
• Choosing someone else: They might have found another freelancer whose style, price, or approach suits them better. Again, rather than having an awkward conversation, they just stop responding altogether.

While ghosting can be frustrating and disheartening, understanding these reasons can help you navigate such situations with resilience.

How to not take it personally

When ghosting happens, it’s essential to remember that it’s not a reflection of your worth or abilities.

Here are some tips to keep things in perspective:

🌱 Recognize they are not your ideal client: If someone ghosts you, they’re not your ideal client. Your perfect match is out there, waiting to connect with you. Focus your energy on finding and attracting them.

🎯 Be strategic with your marketing: Attract your ideal clients by being intentional and strategic with your marketing. Craft messages that speak directly to their needs, challenges, and beliefs.

🧠 Understand their problems: Gain a deep understanding of your target clients’ problems and desires. Show them you know what they’re facing and that you have the solutions.

💡 Know their attempted solutions: Be aware of what your clients have tried before coming to you. This insight allows you to position your services as the ultimate solution they’ve been searching for.

❤️ Connect with their beliefs: Align your messaging with their core beliefs about their problems. This creates a deeper connection and shows that you genuinely understand their perspective.

🌟 Create an irresistible offer: Instead of just listing your services, craft an irresistible offer that speaks directly to your client’s needs and aspirations. This approach not only attracts your ideal clients, it also saves time by eliminating the need for extensive individual proposals.

Not every instance of client ghosting reflects on your abilities or worth.

Stay focused on attracting clients who align with your values and appreciate the unique contributions you bring to the table.

“You can’t stop the waves, but you can learn to surf.”~ Jon Kabat-Zinn        

Challenged with client ghosting? Leave your comments below and let's talk about it.

Create on,

Jessica

Originally published by Ethical Brand Marketing on July 18, 2024