Ghosting Prospects? What Can You Do?

This post is inspired by a question recently posted in a Facebook Group for Promotional Products Professionals. A newcomer to our industry said she worked long hours on a proposal for a prospect, sending many good ideas, only to have the prospect not respond when she followed up.

In sales jargon this is called “ghosting”. The prospect or client seems really interested in working with you, asks you to submit a proposal then vanishes when you follow up. It’s frustrating and a not too uncommon situation that has happened to many of us in promotional product sales.  I know it has happened to me!  Here is what I’ve learned to do and what you can do to minimize this occurring.  

1.     Ask the right questions before you begin working on a proposal. The more you know upfront the better chance you have of meeting your prospects needs. Here are a few questions that can help drive more sales your way and that you’ll want to know before you spend hours working on a proposal.   

·       What is the purpose of this promotion?

·       Who are the recipients?  

·       How quickly do you need the items?

·       Does this promotion have a theme?

·       Do you have a budget for the promotion?

·       How soon will you be making a decision on the proposal?

·       Will you be getting proposals from multiple vendors?

·       What’s the best way and time frame for me to follow up with you?

Knowing the answers to these questions (and more you may want to include) will help you make better suggestions or decide whether or not this is a good prospect for you.  

2.     Vary Your Follow Up. There are many reasons why prospects don’t respond. In my experience prospects are frequently overwhelmed and crazy-busy, but that doesn’t mean they are not interested. In the past, I have heard from prospects several months after I submitted a proposal. Vary your follow up and stay on the prospects radar screen by following their company in social media, sending them interesting articles that provide value to them, and sending a gentle reminder via email, text or phone call asking if this project is still a priority.  

3.      Stay in Touch If you hear back, you may learn that the proposal is no longer a top priority or they have gone in another direction (meaning they purchased the items from a different company) but that doesn’t mean all is lost.  Ask for any feedback as to anything you could have done differently, and then ask permission to keep in touch with them by periodically sending them marketing ideas, virtual samples and news on the latest trends. In my experience, most prospects appreciate professionalism and you may become the recipient of their next order!

4.     Move On! If all else fails, don’t take it personally! As the saying goes, “there’s plenty of fish in the sea!” Move on to more promising prospects.