If you’re a creative entrepreneur, chances are you’ve experienced the nightmare that is client ghosting. The scenario: you have a great lead, set up a call or meeting, everything goes well, and then your seemingly lovely potential client disappears off the face of the earth. So, what gives?
There are many reasons why clients ghost. In this digital age, it’s bound to happen. Some people are easily distracted and forgetful, while others are simply shopping around and comparing their options. But sometimes, we (yes, we!) are actually the ones making big mistakes that lead to client ghosting.
It’s not fun to admit, but it’s true. Even if you’re a seasoned entrepreneur, there is always room for improvement in the communication department. Below are some helpful ways you can improve your sales and marketing approach to discourage client ghosting.
Use Your Words
First thing’s first. The word “ghosting” has sort of a negative connotation, doesn’t it? It doesn’t exactly evoke feelings of welcoming and warmth. My suggestion is simple: stop using it. Remove it from your vocabulary and your mind. Instead, focus on finding ways you can bring real value to each potential lead and hone in on their individual personalities and needs.
Own Your Talents
A big part of marketing yourself successfully means having the know-how and confidence to back it up. You didn’t get to where you are by hiding in the shadows. Own your talents and skill set, and remember that clients are coming to you because you have the ability to solve their problems. If you don’t believe in yourself, why should anyone else?
Focus on the value you bring to the table. Whether it’s your experience, a unique approach or method, stellar customer service, or something else. Highlight what sets you apart and makes you the best choice over someone else. Potential clients want to know how you’re different from the laundry list of other options, and why this is going to benefit them in the long run. So tell them!
Get to the Real Problem
Find their pain points. Ask what it is they are specifically looking to achieve, instead of offering them a “one size fits all” solution. Remember that one size doesn’t fit all, because every client has different needs. Some are after more sales, while others want more revenue. Some are looking for social media growth, while others are in need of professional content creation. Learn what their real problems are so you can offer an appropriate solution.
Improve your Follow Up
Rethink your follow up approach. After you’ve been ghosted, you may be wondering if you should even bother following up. Personally, I believe it’s a good idea to follow up at least once to try and regain their interest. At the very least, you can move on knowing you made a genuine effort instead of walking away and wondering “What if?”
Whether you follow up via email or telephone, you should avoid using common and overdone responses. Asking potential clients things like “Did you get my proposal?” and “Do you have any more questions for me?” isn’t doing anything to engage them or set you apart. Instead, try offering them something of value like a free resource or download, or a 1:1 call (if you’re primarily chatting via email). People are much more likely to respond when they see that you’re willing to share some of your time and expertise.
Watch for Red Flags
If discussing price seems like the first and only factor for a potential client, this may be a red flag. It doesn’t mean you should ignore their request though. Send them your pricing, and be genuine, but make sure you also emphasize the value they are receiving too. Be confident in your numbers, and remember that your ideal client will never say things like “I can’t afford you.” (If they do, they aren’t your ideal client!)
Learn to Say No
Finally, there will be times when some potential clients simply aren’t a good match. They don’t engage, won’t answer questions, and seem confused or unsure about their business goals. At this point, you have to assess whether it’s a good fit. And if not, it’s time to thank them for their interest and tell them the truth: it’s just not going to work.
Be honest with them and with yourself, because in the long run it will save you a lot of time and a major headache. If you feel it necessary to send them off gently, consider referring them to a colleague or fellow creative who may be a better fit. Sometimes that’s the best thing you can do, and they will usually thank you for it.
Embrace the Sell
As an entrepreneur, selling is something you have to get used to. It’s part of the territory. If you want to make money, you have to learn to educate people on why they should spend their hard earned money on what it is you’re offering. At the end of the day, it’s all about how you set yourself apart and show your value. If you can do that, you are much more likely to connect with people on a deeper level and earn their business. Remember, people buy from people they trust.
How do you deal with client ghosting? Let me know in the comments below!
Leave a Reply