B2B Ghosting Sucks.
The practice of ending a personal relationship with someone by suddenly and without explanation withdrawing from all communication.
Why mention ghosting in a B2B blog post about an advertising agency business relationship? Because B2B ghosting happens too often.
The B2B Black Hole Proposal AKA – You’ve Been Ghosted
You’ve probably been here. You send a prospect a proposal (they asked for it) or a recommendation to an advertising client (because you are smart and this is what they want from a good agency) and you do not hear back. No response. Nada. Like its starting to feel like never. And, sure you followed up. But, nada. Let’s call it ghosting.
And, worse, any way you think about it, it is simply rude.
This B2B ghosting definition occurred to me today for a couple of reasons.
- First, I heard an episode about ghosting on This American Life. The episode is yet another good one from these stellar folks, listen to it. Get A Spine.
- Second, I have two proposals out to agencies without any feedback or response.
- These proposals are sitting at two Brooklyn agencies and they have gone dark. Important: they asked for the proposals. I delivered. I have been doing this advertising agency proposal / big idea way too long to get upset. But, I do think that not responding is way too unprofessional.
This is a learning moment – a decent subject for a blog post.
Get Past Ghosting
Your mom did not bring you up to act like this. Rude is not cool.
So, y’all need to respond to proposals. Note, NOT doing so is bad Karma. You are, after all, an agency that wants your current and future clients to respond to YOU. Right?
Side note: I get a hundred plus visits to my website every day. Better yet, I get multiple quality leads from advertising agencies a month. These leads, after a conversation, often result in a proposal. Many of the proposals result in clients for my consultancy.
Hardly any end up as dark hole ghosts. Most agencies understand good Karma. And, they listened to their mom. Maybe they even listened to the Dali Lama. Apparently, this Karma stuff might not be an active ingredient at Brooklyn agencies.
OK, it’s a small sample.
LOL. I am over it. Writing is so cathartic.