and what to do about each
By Brian Sullivan, CSP – PRECISE Selling
You had a great call. They loved the product. You high-fived your manager. And then … nothing. No reply. No callback. No next step.
Welcome to ghosting. Not the Halloween kind – the sales kind. And let’s face it, it haunts everyone in this industry.
But not all ghosting is the same. And if you don’t know what kind of ghosting you’re dealing with, your follow-up will either fall flat or come off desperate.
Let’s break it down.
Ghost Type No. 1: The Polite Ghost
They liked you. They meant to follow up. But they’re swamped.
This is the classic medical office or department manager who says, “We need this,” then disappears into a tornado of credentialing, staffing gaps, and nine other vendor projects.
Symptoms:
- Positive tone in last conversation
- Asked relevant questions
- Said things like, “Let me talk to my team” or “Circle back next week.”
What to do: Stop asking if they’re still interested. They are – but they’re overwhelmed.
Send short, helpful messages with value reminders.
“Quick one: I know you’re slammed. Just sent a 2-min video recap with how XYZ can cut 15 minutes per shift. Might help when you come up for air.”
Be the one rep who makes their job easier, not heavier. Pro tip? Sometimes mailing a physical one-pager or handwritten card can cut through the noise. You’ll stand out simply by not being another blinking light in their inbox.
One rep I coached sent a short checklist laminated with a Sharpie tied to it and a note that said, “Thought this might help your team until we can talk again.” Not only did she get a reply, the buyer shared it with her entire team.
Ghost Type No. 2: The Political Ghost
They can’t move forward, because someone above them is blocking it.
In hospitals and large offices, even the champion you win over might not control the purse or policy.
Symptoms:
- You nailed the call, but they said things like “I’ll run this up the chain”
- Weeks go by with vague check-ins or silence
- You sense they liked it but aren’t the final say
What to do: You’re not being ghosted. You’re being diluted.
Offer ammunition they can send upstream:
“Want me to draft a short ROI summary or a 3-slide deck you can share with your director?”
Or suggest a joint meeting:
“Happy to join a quick call with your team to answer questions directly if that’s easier.”
I once worked with a rep who brought in a third-party consultant to a second meeting – not to pitch, but to validate the financial case. The result? The champion forwarded that clip to the CFO, and the CFO asked for a meeting.
When your champion is out of arrows, hand them one that flies farther.
Ghost Type No. 3: The Panic Ghost
They were never ready to buy, and now they’re embarrassed.
This is the rep or manager who got excited in the moment but didn’t have the internal buy-in, budget, or process to back it up. Now they’re dodging you.
Symptoms:
- They seemed overly enthusiastic
- Pushed for a demo quickly
- Went radio silent right after talking “next steps”
What to do: They don’t need pressure. They need permission
to be honest.
Try this message:
“Totally get it if the timing shifted or things changed. No pressure from me. Just wanted to know where it stands so I don’t keep bothering you unnecessarily.”
This relieves guilt and often gets a reply like, “Yeah, here’s the deal…”
Sometimes, they’ll even thank you for the nudge. Ghosting isn’t always intentional – it’s often fueled by shame, awkwardness, or fear of disappointing you.
Final Thought: Ghosting Isn’t About You
Most reps take silence personally. Don’t.
Ghosting usually says more about the buyer’s world than yours.
So pause before you hit send on that seventh “Just checking in” message. Instead, ask:
- What type of ghost is this?
- What do they need – relief, resources, or room to breathe?
Then be the rep who responds with empathy, not ego.
Sales success doesn’t come from chasing people harder. It comes from understanding what’s really getting in their way, and showing up in a way that’s hard to ignore.
That’s how you turn silence into strategy.
Brian Sullivan, CSP, is the founder of PRECISE Selling, a training and consulting firm that helps medical sales professionals master the art of prospecting, presenting, and closing in complex environments. He’s the author of 20 Days to the Top and a trusted advisor to leading healthcare manufacturers and distributors. Learn more at preciseselling.com.