If all you’ve been hearing lately is crickets and Simon & Garfunkle’s voices singing, “…That’s the sound…. of silence…” Then I hear you…
I had a conversation with a prospective client yesterday and he shared his frustrations that he knows his business could crush- but people don’t share his info with others, especially when they’re perfect fits for his offer and he never gets any calls or texts back when he reaches out.
(Hint… no email or message ever “Finds us well…”)
I’m gonna rant a little bit (Some of it for your benefit… some of it for my mental health… HA!) but I hear you – this is one of the most frustrating challenges in sales: being ignored.
No matter how many years you’ve been in the game, it happens to the best of us. But it’s how we respond that often defines our success.
The Scenario
You’ve carefully crafted a sales message and you’re confident will resonate.
It’s personal.
It’s detailed.
It was crafted with their value in mind.
You hit send, feeling a sense of accomplishment… and then it’s followed with nothing, nothing, and more nothing… (Except… you can see that they read it… because LinkedIn is a bit of a tattle tale…) #Awkward
And it’s happening over and over and over.
No reply.
No acknowledgment.
Just the deafening sound of your inner voice screaming, “WHYYYY!!!??”
If you’ve been in sales for 16 minutes or 16 years, It’s a moment we’ve all experienced.
If you’re like me, it’s a feeling that can make even the most persistent question, “What went wrong?”
Here’s your silver lining: It’s not the end of the world—or the sale.
The silent treatment doesn’t mean “No.”
More often than not, it means “Not now,” “I’m busy,” or simply “I missed it.” (And the thing I constantly have to remind myself is I’m the one who’s making it mean something… and losing sleep… and checking their LinkedIn profile again and again and again… thinking that will make them reply…)
Breaking Through the Noise: Why Do People Ignore Sales Messages?
Here are some common reasons people ignore your sales call/message:
- Inbox Overload – Your message got buried among the countless others they receive daily. (I know that your message is different… and I know that you were one of the good ones and didn’t “copy and paste” your message to them like all those other cruddy salespeople… but they’ve ruined it for the rest of us… Lo siento.)
- Lack of Immediate Relevance – They didn’t see an immediate need for your product or service. (I know your sales manager is breathing down your neck… but they don’t work on her timeline…)
- Busy or Distracted – Your message might have come at a time when they were too busy or distracted. (If the sales you make target the same people I do- I’d be worried if they weren’t busy… I was laughing with someone about how the people who are at all of the mixers usually are doing everything BUT selling…)
- Intention Without Action – Sometimes they mean to respond but get caught up in other tasks and forget. (Look… I have ADHD… I get it… SQUIRREL!)
What if we reframe it?
What if being ignored was viewed as an opportunity?
Perhaps it’s an invitation to follow up strategically, refine your approach, and prove the value you bring. (I know… it doesn’t feel great… and I hate when I’m overly positive too… but your mood is simply that… YOUR mood. And like you’ve probably heard me say over and over again a mood is simply a story you’re telling yourself about a future that is yet to happen… so let’s change your story, yeah?)
8 Tips for Breaking the Silence
So how do you turn that silence into a conversation? Let’s dive into 8 practical, proven strategies to break the indifference and move the sale forward:
1. Follow-up with Value, Not Pressure
If you’re in sales, you’ve been here. You don’t want to feel “pushy”.
Simply having the thought that you don’t want to be pushy is a GREAT sign. (I hear it from the best salespeople and clients, every single day….)
How about we reframe it?
Let’s offer value in your follow-up.
Share an article that may be important in their industry.
Send over a relevant case study.
How about a piece of news that shows you understand their world and want to help – not just a sales pitch?
(Perhaps you sell salespeople? May I suggest you send them this article? ::Hint, hint… wink, wink…::)
Example: “Hi [Prospect], I’m sure you’re slammed! I saw this article on [industry topic] and my other clients in your field found it to be insightful. I’m open to hearing your thoughts when you have a moment!” (Don’t send this if it’s not true!!! You’re not one of those shady salespeople…. right?)
2. Change the Channel
Maybe they aren’t the type to respond to emails or LinkedIn messages. (This one hits home for me because I’m addicted to LinkedIn… but just like the people who are always at mixers… the business owners who are always on social media posting about how they’re “So incredibly humbled…” every other day – may not be making enough money to afford your sale…)
Try something different: a personalized video, voice message, or even a phone call. (SHOCKER… A PHONE CALL!!! ARE YOU CRAZY!!!) Listen here, millennials… phone calls aren’t just for your aunt… People still have desk phones in their offices and use them…
Sometimes a change of medium can break through the noise.
3. Ask a Question, Not for a Sale
Stop selling and start engaging. Sometimes asking a thoughtful question can open the door more effectively than pushing for a sale.
This gives them a chance to respond without feeling like they’re committing to anything- and it helps them realize that you’re not a “lead magnet” from some island somewhere or chat AI Bot.
Example: “Hi [Prospect], how is your team is approaching [challenge] this year. Has [insert related solution] been a topic of discussion for you?”
4. Check Your Timing
Timing is everything in sales. (And comedy!!!)
If you didn’t get a response, it might have been sent at the wrong time. (I do most of my suspecting/prospecting early in the morning on the West Coast… they may have seen my message, wiped their eyes… and forgotten about it by the time they ordered their coffee…)
Try sending a follow-up message at a different time of day or week.
Experiment with when you’re reaching out to see what gets the best engagement.
5. Be Authentic, Not Robotic
People can smell a copy-paste message from 3 miles away. ::Sniff, sniff… Someone is about to send me one, right now…::
Take the time to personalize your outreach.
In a world of chatbots and AI, be the person who’s different.
The more human your message feels, the more likely it is to get a response. (And the computers are getting eerily better at this… so level up and get ahead of them!)
6. Show Empathy
Acknowledge that they’re busy, and show empathy toward their situation. (My favorite line to break up this indifference is, “I know you’re busy… if you weren’t, I probably wouldn’t be interested…”)
This makes you come across as thoughtful and considerate, rather than just another person looking to make a sale.
Example: “I know you’re likely juggling quite a bit, but I wanted to see if there’s a time in the next week or two that we could chat. I believe I can help solve [specific issue].”
7. Share Social Proof
Sometimes people need to see that others like them have found success with your offer. (Have you noticed the Influential U Podcast??? Why do you think we share our client’s success stories as much as we do!?) In fact… here’s an episode for sales people….
Sharing testimonials, case studies, or relevant examples of how your product or service has made a difference can turn silence into interest.
8. Use Humor to Stand Out
If you’re funny… (And my girlfriend doesn’t consider me to be… but I’ve told her that objectively 8 out of ten people laugh when I tell jokes… but that’s just me rounding down…)
When appropriate (CAREFUL HERE…), a bit of lighthumor can work wonders in your follow-ups.
It humanizes the interaction and can grab their attention in a sea of overly formal emails.
Example: “Hey [Prospect], I’ve tried to explain to my bosses that our emails are having to go through the Bermuda Triangle before they reach people. Should I send a search party, or is this a better time to chat?”
Silence Isn’t Rejection—It’s Opportunity
The bottom line is that silence doesn’t mean you’ve lost the sale—it’s just a momentary pause.
Sales is a marathon, not a sprint. (And Marathons are like 4-6 hours long… sprints are like 10 seconds.)
The key is persistence, creativity, and a deep understanding of your prospect’s needs.
Stay human, stay valuable, and keep the conversation going.
So… Mr. Prospect… Let’s Chat!? 😉 (Here’s my link for coffee…. Yes… I wrote this for you… you haven’t replied for months…. sheesh…)