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Strategy GuideMarch 26, 20267 min read
Why Your Best Lead Went Dark (And What to Do)
Ghost reasons. Action matrix.
ghostleadfollow-upWhy They Ghosted (And What to Do)
Timing
Wrong moment. Budget cycle, busy season, personal stuff. Nurture for later.
Internal politics
Someone else said no. Champion left. Re-approach in 3-6 months.
They're overwhelmed
Inbox chaos. One more follow-up, different angle. Or pause.
You moved too fast
Asked for too much too soon. Lower the ask next time.
They found someone else
Happens. Add to nurture. Revisit when contract ends.
By Scenario
| Scenario | Action |
|---|---|
| Replied 2+ times then ghosted | 2 gentle follow-ups. Then pause 2-3 months. |
| Had a call, said they'd decide | One check-in. If nothing, pause. Don't nag. |
| Never replied but opened 3x | One last angle. Breakup email. Then stop. |
When to stop: when to give up. Follow-up without annoying: best follow-up ways. Not now: nurture timeline.
FAQ
How long before I give up on a hot lead?
If they went dark after genuine engagement: 2-3 follow-ups over 2 weeks. Then pause 2-3 months. If zero reply ever: follow normal sequence rules. See when to give up on a lead.
Should I send a 'closing the loop' email?
Yes. 'Should I close your file? No hard feelings either way.' Often gets a reply - even if it's no. Closure helps you move on.
What if they come back 6 months later?
Treat it fresh. Don't hold a grudge. Quick recap, new context. They might be ready now. See when business says not now for nurture timing.