Selling is complicated. Some deals close out of left field, while others you expected to win months back still haven’t pulled the trigger. Here’s what I do when it feels like a prospect is ghosting me along the selling journey:

I email them a concise story about a similar use case to theirs with no direct ask.

And I do it persistently. I will include pain points that the prospect has mentioned in the past, and how one of my other clients was able to alleviate them using our platform. Even more helpful is when I high-light just how costly those pains had become to their business.

And if the email hasn’t become too long, I will include the improvement stats that the other client witnessed as a result.

I refrain from spamming. Sure, I will sprinkle in a voicemail touch here and there. But I would rather show prospect that I care deeply about their use case with a concise but informative email on how we can help and let them respond when they are ready to. That is the best kind of buyer after all: someone who wants to work with you under their own volition!