BY Jessica Helinski
It’s common for prospects to go silent, as 92% of sellers say they’ve been ghosted by a prospect. This can be frustrating, especially if a lot of time has been spent engaging them. To avoid wasting any more effort, sellers need to be strategic when re-connecting.
Why do prospects go silent?
Sales & Marketing Management’s Matthew McVaney believes that the “attention economy” is to blame. Buyers are overloaded by a barrage of communications across multiple platforms.
And trust is eroding. Many of the communications they receive are automated and impersonal.
“In an era dominated by automated touchpoints, authentic human interaction becomes your secret weapon,” he writes.
McVaney points out that the challenge isn’t writing the perfect message but rather finding a way to truly break through.
Tips for breaking through to silent prospects
When you stop hearing from a formerly engaged prospect, your approach to outreach should be strategic. Place emphasis on personalized messaging that delivers value and demonstrates credibility.
Send a video
One way to do this is sending a video message. As McVaney explains, this “secret engagement tool” brings back the human touch missing in text-only outreach. And research reveals its efficacy.
“Quick, personalized videos significantly increase open rates (by up to 81%) and response rates (120% improvement),” he reports.
To re-engage, consider sending a short, authentic video, speaking naturally and addressing the prospect’s specific needs.
A warm and genuine approach can make the interaction feel personal and human. In turn, this inspires recipients to engage because they connect with the person and not just the pitch.
And as SalesFuel points out, these videos do not need to be high-level productions to be effective.
“A phone's camera and good lighting work fine. Use a script to make sure to hit the points you want in a timely manner. And don’t get too caught up in perfection.”
Create urgency
Another reason prospects go silent is a lack of urgency. The prospect might not feel a pressing need to act. Or they may not understand how your solution addresses their specific problem. So, they aren’t motivated to respond to your outreaches.
The professionals at Synergy Consulting suggest sellers approach the prospect with a high-value, personalized offer. Highlight a time-sensitive or limited-availability event, webinar or offer.
“The key is to frame it as an opportunity that the client should take advantage of rather than a pressure point.”
And the offer must be of value to the prospect, so rely on your research and previous interactions to ensure it will grab their attention, and they can’t resist.
Go old-school
When prospects go silent, it may be helpful to try an old-school tactic: writing a letter. It doesn’t need to be a long message; a handwritten note on a postcard may be enough to get their attention and inspire a response.
According to Yesware Blog, taking this traditional route can be surprisingly effective.
“Writing a letter can grab attention like no other technique because it’s such a forgotten yet powerful way to get in touch with a customer.”
Your message doesn’t have to be digital to make an impact. Handwritten touches demonstrate care and effort, ensuring your communication stands out. Even something as simple as a postcard adds a personal element that can’t be replicated online.
Plus, unlike emails, direct mail avoids the risk of getting lost in spam or junk folders.
Thoughtful messaging can break through the silence
Re-engaging a silent prospect requires a mix of creativity, authenticity and strategy. Whether it’s a short personalized video, a timely offer or a handwritten note, the goal is to reconnect on a human level while providing value.
By combining thoughtful personalization with strategic urgency, sellers can cut through the noise, rebuild trust and inspire action.
Photo by Vidar Nordli-Mathisen on Unsplash
