Why B2b Prospects Ghost After The First Sales Demo And How To Fix It

Why B2b Prospects Ghost After The First Sales Demo And How To Fix It

In my role as an Emotional Intelligence (EI) Practitioner and sales coach, I’ve discovered that when a prospect “ghosts” a follow-up, it’s often not due to a sudden loss of interest in the solution. More often, it happens because the emotional connection or clarity around the next steps was lost during the demo.

Below, we’ll explore the reasons behind this and how you can use EI and integrity to keep the conversation moving forward.

Why the Silence Happens

To address ghosting, we must first understand its psychology. Often, a prospect disappears because of an “emotional friction” they are not ready to express.

• The Fear of Saying No: Many people tend to avoid conflict. If they realise the fit isn’t perfect, they may find it easier to disappear than to have what they see as an “awkward” conversation with a salesperson.
• Information Overload: If a demo focuses on features over human impact, the prospect can feel overwhelmed. When people feel overwhelmed, they freeze (Decision Paralysis).
• The Missing “Safety” Net: If prospects don’t feel safe enough to share their genuine concerns during the call, they will take those concerns home and let them turn into “reasons to wait.”

If improving your team’s ability to close deals with integrity is a priority, you may find it helpful to explore my bespoke sales training programmes.

4 Ways to Fix the “Post-Demo Ghost” with Integrity

1. Give Them an “Out” to Create Safety

Counter-intuitively, the best way to keep a prospect engaged is to make it safe for them to leave. High-pressure sales tactics drive people away; integrity encourages them to stay.

• Effective approach: “At the end of our discussion today, let’s be honest with each other. If you feel that this isn’t the right fit for your team, please let me know. I would much rather we both save time than try to force something that isn’t suitable. How does that sound?”
• Why it works: This approach immediately lowers their defensive guard, demonstrating that you value the relationship more than the commission.

2. Focus on “Micro-Agreements”

Ghosting often occurs because the next step feels overwhelming or too vague. Instead of seeking a “yes” for the entire project, focus on understanding the very next small action.

• Effective approach: “Based on our observations, the next logical step is for me to send you the technical specifications for your IT lead. Would it be helpful if we scheduled a 10-minute call next Tuesday to address any questions they may have?”
• Don’t say: “I’ll send over some information, and I would appreciate your thoughts.” This is too open-ended and leads to procrastination.

3. Use Emotional Intelligence to “Read the Silence”

During the demo, pay attention to when the prospect goes silent or changes their body language. Addressing these moments in real-time prevents them from becoming “ghosting triggers” later.

• Effective approach: “I noticed you became a bit quiet when we discussed the implementation timeline. I can imagine it feels like a lot of work for your team right now. Should we explore how we can make that easier?”
• Why it works: It demonstrates that you are listening to what is not being said, which builds great trust.

4. Replace “Checking In” with “Adding Value”

If a prospect has stopped responding, the worst thing you can do is send a “just checking in” email. It adds no value and feels like an unnecessary nudge.

• Effective approach: “I found an article on [Topic they mentioned] and thought of our conversation. You don’t need to reply; I just thought your team might find it useful.”
• Why it works: It keeps you top of mind without applying pressure, reinforcing your role as a solutions provider.

Final Words

Understanding why B2B prospects ghost after the first sales demo revolves around the emotional experience of buyers during the conversation. Factors such as trust, relevance, and emotional connection hold more significance than polished presentations or persuasive tactics.

If helping your sales team win more business with emotional intelligence and confidence matters, you may find it helpful to explore how I support teams through bespoke sales training programmes.

I deliver In-Person Sales Training across Surrey, Sussex, Kent, and Essex, as well as online nationally and internationally.