In sales, consistency is everything. But if you’ve ever juggled dozens of leads while also trying to keep current customers happy, you'll know how quickly things can slip. Follow-ups get delayed, research sits unfinished, prospecting gets pushed aside, and before you know it...potential deals go cold, and what happens after that - you get ghosted!
We recently sat down with Sarah Greenway, VP of Sales at DCX, who has worked closely with her Sales Assistant, Noreen, to tackle the 'ghosting' challenge. Sarah shared why leads stop responding, how timing impacts engagement, and the difference that extra bandwidth from a Sales Assistant can make.
Why Do Leads Stop Responding?
According to Sarah, there’s rarely just one reason. Many leads are still in the discovery phase -comparing vendors, reviewing costs, or waiting for budget approval. In some cases, the person you’re speaking with isn’t even the decision-maker, just someone gathering information.
The biggest factors Sarah sees? Timing, budget, and shifting priorities. If the need isn’t urgent, it’s easy for a lead to go quiet until the project moves up their list.
The Role of Timing and Follow-Up
Timing and follow-up frequency play a huge role in keeping conversations alive. Consistent, thoughtful communication keeps you top of mind, even if a lead isn’t ready to move forward right away.
The problem? Follow-up requires time and focus. Without steady touchpoints, leads can easily forget about you and move forward with someone else who stayed active in their inbox.
The Bandwidth Problem
This all sounds great, but here’s the challenge: most salespeople don’t have time for personalized follow-ups every week.
Urgent deals and customer needs always come first. That means the quieter leads and new lead research often get pushed to the back burner.
Where a Sales Assistant Changes the Game
This is where a Sales Assistant can make all the difference. Sarah explained how her Sales Assistant, Noreen, now owns prospecting, research, scheduling, and consistent follow-ups:
The result? Potential customers get the same level of attention as existing clients. No waiting days for a reply. No gaps in communication. Instead - consistent, thoughtful check-ins to stay top of mind and show continued interest in a long-term partnership.
Reducing Ghosting and Building Trust
So, does this kind of support actually reduce ghosting? According to Sarah...absolutely.
With consistent touchpoints, prospects know you’re serious and reliable. When their timing, budget, and approvals finally align, you’re already top of mind.
More Bandwidth = Better Results
Sarah and Noreen's story proves it out. With a Sales Assistant, Sales leaders can focus on what they do best - building relationships and closing deals, instead of worrying about who they haven’t emailed in weeks. More bandwidth doesn’t just create consistency, it drives growth.
For Sarah, her experience shows that investing in Sales Assistant support improves lead engagement, reduces ghosting, and enhances the client experience from the very first touchpoint.
If you're ready to explore hiring a superstar Sales Assistant, reach out today!