Episode 034. Ghosting Happens. Here’s How to Bring the Right Leads Back.
We’ve all been there: you have a great discovery call, you’re vibing with the lead, and then… silence. No follow-up, no next steps, not even a polite “we’ve gone in a different direction.” They’ve vanished into the business void.
Ghosting isn’t just for bad Tinder dates. In the agency world, it happens more often than anyone wants to admit. But here’s the thing: not every ghost is gone forever — and not every ghost is worth reviving. In this conversation, we’re breaking down exactly how to bring the right prospects back from the dead (and how to let the zombie leads stay buried).
The Reality of Ghosting in the Agency World
One of the biggest misconceptions in sales is that silence equals rejection. The truth is more complicated. A lead that’s gone cold might actually just be operating on a different timeline. According to McKinsey, 74.6% of B2B sales to new customers take at least four months to close, and nearly half take seven months or more. If someone ghosted you after two months? They might just be living on a longer sales cycle.
And that’s where discernment comes in. Some ghosts are simply stuck in corporate timelines, internal reorgs, or shifting budgets. Others were never a fit to begin with. As agency owners, we have to get sharper about which is which — because not every silent lead deserves your energy.
Casper vs. Zombie: Not All Ghosts Are Created Equal
We had a lot of fun categorizing ghosts in this conversation. There are:
Zombies: The ones you shouldn’t revive. Bad vibes, poor fit, zero follow-through. You know the type. If your gut told you on the discovery call, “I hope this doesn’t move forward,” trust it. Leave the zombie in the graveyard.
Casper the Friendly Ghost: The ones with good vibes, but bad timing. These leads engaged with you, showed up prepared, asked smart questions, but then got lost in the shuffle. Those are the ones worth bringing back.
How We Strategically Re-Engage the Right Leads
This isn’t about blasting a “Just following up on this!” email (we all cringe at those). Instead, it starts with doing your homework. Before we re-engage anyone, we do a mini-audit: what’s changed since the last conversation? Have they launched something new, shifted positioning, been acquired, rebranded, or popped up on a podcast? Doing this work (or automating it with AI) turns a generic email into a meaningful touchpoint.
Then we reach out like humans, not vendors:
“Hey, we saw your team launched that new campaign — it looks incredible. Would love to reconnect and hear what’s new on your side. Is now a good time, or should we look ahead to next quarter?”
No pitching. No assumptions. Just a door opening.
If they’re ready, it moves quickly — often much faster than a net-new lead because trust and familiarity already exist. And if they’re not ready? That’s okay. We drop them into a nurture cycle, staying lightly in touch until the timing aligns.
Showing Up as the Advisor, Not the Vendor
The real magic happens once the call is booked. We don’t treat these conversations like sales calls — we treat them like strategy sessions. This is our chance to show up as advisors: to ask smart questions, understand where their business is now, and let them lead us toward what they need. No pushing. No hard sell. Just partnership energy.
When we show up this way, clients feel the shift. We’re not chasing them down; we’re inviting them back into something valuable. And for the right leads, that’s often all it takes.
Not Every Ghost Deserves a Resurrection
Here’s the hard truth: your energy is one of your most valuable assets. Don’t waste it reviving zombies. But the Caspers? They might just become your best clients yet. Timing is everything — and sometimes, it’s just about being the one who showed up again when the moment was right.
So tell us, darling: what’s your best ghost story? We want to hear your spookiest sales moments. DM us or email your story — we may share a few favorites on the show or our social channels.
(00:00:00) When Ghosting Isn’t the End of the Story
Why not all “ghosts” are created equal — and some are just timing issues
How over-giving early on sets the stage for disappearing leads
Protecting your energy by deciding who’s worth bringing back
(00:04:40) Zombies vs. Caspers: Who’s Worth Reviving?
Why most ghosted leads are actually just on a longer sales timeline
How to tell the difference between a true zombie and a delayed Casper
Why ignoring the right ghosts can cost you great clients later
(00:10:17) The Three Tests Every Ghost Must Pass
The simple framework to decide who’s worth reviving
How external factors (like layoffs or reorgs) can explain a sudden ghosting
When to nurture a lead—and when to leave them in the graveyard
(00:14:13) How to Reach Out Without the “Just Checking In” Energy
Why research and timing matter before making contact
How to sound like a trusted advisor instead of a desperate vendor
The three possible outcomes of a smart re-engagement strategy
(00:21:06) Turning a Catch-Up Call Into a Catalyst
Why a re-engagement call isn’t about a hard sell
Letting the lead guide the conversation toward opportunity
How a low-commitment entry offer can bridge the gap to “yes”
This episode is brought to you by:
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