If you haven’t heard the term "ghosting" yet, it refers to suddenly ending all communication with someone without any warning or explanation and ignoring any subsequent attempts to communicate. In today’s world, plagued by incessant spam calls, emails, and texts, it’s no wonder people have become comfortable with ghosting. What used to be considered unprofessional and rude is now commonplace, and while it was once done with a tinge of guilt, it’s now often seen as a necessity.
But beyond the obvious annoyance of spam, why do people ghost? Here are the top three reasons:
1. Human Nature: People naturally avoid uncomfortable conversations and potential conflict. Most people frankly just don’t like conflict. When a prospect feels they have to say "no" or provide a difficult answer, they often will avoid the conversation altogether rather than put themselves in situation where a OOH salesperson might pressure them to do something they are not sure they want to do.
2. Lack of Commitment: OOH buyers often show initial interest and enthusiasm but hesitate when it comes to fully committing to the campaign. This hesitancy can stem from a variety of factors—fear of change, uncertainty about OOH value vs other media, or simply the natural anxiety that comes with making a significant decision that impacts their business (good or bad) in a big way. Being excited to commit to something new isn’t always easy and can sometimes even be scary.
3. Inundated Prospects: In today's fast-paced world, everyone is juggling multiple priorities, and their inboxes are flooded with emails from all the media reps in the market…and everyone else who has something to sell! Important messages can easily get lost amidst the clutter, or a prospect might forget to respond despite having good intentions. Recognizing that your message might be one of many competing for their attention helps you strategize better follow-ups.
We may not really be able to totally eliminate ghosting…let’s be real, nothing works a 100% of the time! However, as a PROFESSIONAL OOH salesperson, what can I do?
Strategies for OOH Sales Professionals to Avoid Getting Ghosted
1. Clear Introductions At the beginning of every first conversation, clearly state who you are, what problems you solve, and ask if those issues resonate with your prospect. Request a few minutes of their time and suggest a follow-up call if they’re interested.
2. Schedule Follow-Up Meetings Always send a meeting invite for scheduled calls. This ensures both parties are prepared and reduces the chances of being forgotten.
3. Send Reminder Emails A day or two before the meeting, send a reminder with a subject like “Meeting Tomorrow.” Mention that no response is needed unless something has changed.
4. Address No-Shows Ask your prospect, “What if a call is missed? What would you like me to do in that case? The last thing I want is to become a pest in your inbox, messaging you repeatedly like a kid on a road trip asking, 'Are we there yet?'"
5. Close the File Gently If you’ve been ghosted beyond return after a few touchpoints, send an email with the subject “Close the file?” Explain that it’s okay if they no longer wish to continue exploring OOH to drive additional customers for their business, and there are no hard feelings. Often, this prompts a response to clarify their position.
By understanding the reasons behind ghosting and implementing these strategies, you can minimize the chances of being ghosted and improve your communication with prospects.
Need help with sales skills or coaching to take your out of home company to the next level. Learn more about OOH Sales Mastery at oohmastery.com or Contact Dan Nausley at dan.nausley@sandler.com, 423.702.5579.
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Lisa & Dan Nausley and Reggie Piercy of Sandler Chattanooga have developed the OOH Sales Mastery Program after more than a decade of training/coaching thousands of OOH Operators across the country in sales, leadership, and executive coaching.
