With the uprise in technology, new generations entering the workforce, and varied preferences in terms of communication styles, a phenomenon has developed that has become all too common in the sales world: professional ghosting.
It’s a strange phenomenon where potential clients seem to vanish into thin air, leaving us high and dry with no response to our follow-up emails, calls, LinkedIn messages, or carrier pigeons. It’s frustrating, confusing, and sometimes it can really get under your skin!
To address the ghosting you’re faced with, you first need to understand that there is more than just one type.
There’s the classic “disappearing act” ghost, where a prospect simply stops responding to your emails or calls seemingly without reason. Then there’s the “we need to reschedule” ghost, where a client repeatedly cancels meetings at the last minute, leaving you hanging. We also have the “ever elusive” ghost who not even the Ghost Busters could get a hold of, and finally, we can’t forget about the “I’m just not that into you” ghost, where a client gives you the ol’ “we’ll be in touch” brush-off and then proceeds to never speak to you again while dodging all communication.
So how do you deal with professional ghosting? Here are the top 5 tips for exorcising the ghosts from your inbox:
1. Don’t take it personally
Remember, it’s not you, it’s them. Maybe their organization is in a really busy period, maybe they’re overwhelmed or sidetracked with personal matters, or maybe they’re just not interested! Whatever the case may be, your prospect’s lack of action is not a direct reflection of your sales skills. Above all, try to maintain a positive attitude. Rejection is a natural part of sales, and you can’t win them all. Remember that every “no” brings you one step closer to a “yes.” Keep pushing forward and stay focused on your 30, 60, and 90-day goals. Your prospect's lack of action is not a direct reflection of your sales skills Share on X
2. Consider what’s in it for them.
The “let me introduce myself/my company” emails no longer cut it! Your prospecting messages have to convey a strong, compelling reason to meet in order to reduce the risk of getting ghosted. If you can show your prospect why they should care to meet with you and that you’ve done your research to see how you and your service can help them (specifically!) – you’re on the right track to saving the sale.
3. Follow up, but don’t be annoying.
It’s okay to send a polite email or make a quick call to check in, but don’t bombard them with messages. If they don’t respond after a few attempts (I’d recommend no more than 4), it’s probably time to move on.
4. Use humor to break the ice.
If you do get a response after a period of silence, try using humor to lighten the mood and break up any potentially awkward tension. You could say something like, “I was starting to think you’d fallen into a black hole! Glad to see I can call off the search party!”, or “You had me worried – I was about to send out the cavalry!”.
5. Learn from the experience.
If you do get ghosted, take the opportunity to reflect on what you could have done differently. Maybe there was something about your approach that turned them off, maybe you weren’t adapting to their personality or communication style, or maybe you had tried to sell too soon without building strong enough rapport and trust.
Professional ghosting is an unfortunate reality of the sales world today, but with a little bit of humor and a lot of persistence, you can navigate this tricky situation and come out an even better Sales Professional. And hey, if all else fails, just remember – there are plenty of fish in the sea, and plenty of potential prospects in the world. Keep on being Strategic, Proactive & Brave!

Lisa is driven by the mantra – Be Strategic. Be Pro-active. Be Brave. – and has been successfully training and coaching sales leaders and their teams to do the same for over 15 years. As the President of Teneo Results since 2003, she has trained thousands of sales professionals at more than 250 companies across North America. She transitions salespeople away from the standard “product & price” approach to having purposeful business conversations with their customers that drive results.