[16] Why Most Deals Die Quietly — And What to Do About It
Selling Smart Not Hard: Part 3
You know what’s worse than getting dumped? Not getting dumped.
No closure. No “it’s not you, it’s budget.” Just a promising discovery call that slowly withers into silence, like a neglected houseplant. You’re left staring at your CRM wondering, “Did they… die? Are they in a WiFi-free jungle retreat? Should I follow up again, or just send flowers?”
We’ve all been there. The silent ghosting hurts more than a “no,” because it robs you of control. But here’s the kicker: most of the time, it’s not them — it’s us.
Deals don’t vanish. They stall, decay, and rot in our pipeline. Quietly. Tragically. But the good news? You can see the signs. You can revive the dead. And you can stop this from becoming your new normal.
Let’s talk about why deals ghost, how to spot it early, and exactly what to do about it (without sounding like a desperate situationship).
Why Deals Ghost (And Why It’s Usually Our Fault)
Let’s start with a tough pill: Most deals ghost because we never actually had a deal.
We had a polite conversation with someone who was curious, but not committed. They liked us. They liked the demo. But liking is not buying. That’s like assuming someone wants to marry you because they smiled on a first date.
If your deal lacks urgency, champion support, or economic alignment — you’re not being ghosted. You were never really invited to the party. You just thought you were.
But here’s where it gets juicy: the right framework can help you sniff out the ghost before it floats away.
Use MEDDIC Like a Psychic Medium
If you haven’t adopted MEDDIC yet, this is your haunted house survival guide. Here's how to apply it so your deals stop dying quietly:
M — Metrics
“If we implemented this, what specific results would you expect to see?”
Metrics = proof there’s a reason to buy. If they can't tie it to revenue, time, or risk reduction? You’re selling vibes, not value. (And vibes do not get budget approval.)
Pro tip: Have industry benchmarks ready. “Most companies your size spend X hours a month on this — what does that look like for you?” Make them feel the pain.
E — Economic Buyer
If you’re not speaking with the person who can say “yes” and swipe the corporate card, you’re walking in circles.
Ask: “Who else is involved in final sign-off?” Then: “Would it make sense to loop them into the next call so we don’t miss a beat?”
Don’t wait for procurement to appear like a final boss. Invite the boss early.
D — Decision Criteria + Process
“What needs to happen internally to make this purchase a reality?”
“Have you bought something like this before?”
If they say, “We’re still figuring that out” — you just became the test drive. And test drives don’t convert.
D (Again) — Diagnose Pain
This isn’t just “what’s wrong?” — it’s “what’s costing you sleep?”
“What happens if you don’t solve this in the next 6 months?” If they say “not much,” take the hint. Their boss probably doesn’t care either.
I — Identify Champion
You need someone internal who wants this to happen and is willing to push.
"If you had to convince your team to go with us, what would you say?” That’s how you find your ride-or-die. No champion? No deal.
C — Competition (Optional, but Spicy)
“Are you comparing us with other tools or approaches right now?” This opens the door to disqualify fast — or lean in and fight to win. Either way, you know where you stand.
Red Flags You’re About to Be Ghosted
They say “we’ll circle back” but don’t put time on the calendar.
You send a follow-up and get a “thanks, we’ll review internally.”
Your emails are unopened, or the reply cadence goes from 2 hours to 2 weeks to never.
You’re the only one driving the conversation. (If you feel like a stalker, you probably are.)
Reality check: Ghosting is rarely random. It’s usually predictable.
How to Reignite a Cold Thread (Without Sounding Clingy)
Let’s set the record straight: “Just checking in” is the equivalent of texting your ex “you up?” at 2 a.m. Desperate. Vague. Unmemorable.
Instead, lead with context, relevance, and a reason to respond.
Do This Instead:
Re-reference pain: “Last time we spoke, you mentioned wanting to reduce audit prep time by half. Just worked with a team your size that hit that goal in 45 days — happy to share what worked if you're still exploring options.”
Tie to change: “Saw you hired a new security lead — congrats! If your priorities shifted, I’d love to help support wherever this fits.”
Drop something new: “Here’s a quick 90-sec Loom on a new feature you’d flagged as a wishlist item.”
Go meta: “Totally okay if this is no longer a priority — but I also don’t want to assume silence = no interest. Should I close this out, or is it worth a restart?”
That last one? 10/10 for disarming honesty. You’d be shocked how many people reply just because you gave them permission to be direct.
Sandler Upfront Contracts = Anti-Ghosting Insurance
If you take one thing from Sandler, let it be this: Create “if-then” agreements before the end of every call.
“If we agree this solves your problem and I can get the pricing where it needs to be, what’s our next step?”
“If we don’t move forward, are you comfortable letting me know that directly so I can update my team?”
It’s awkward-proofing your pipeline.
Prevention > CPR: Keep Deals Alive from Day 1
Let’s be real. You don’t want to revive deals. You want to stop them from dying in the first place.
Here’s my daily checklist to avoid ghost-town pipeline:
Pre-qualify like a bouncer - If they don’t meet your deal criteria, don’t waste a pitch.
Never leave a meeting without a next step; calendar invite sent. -“I’ll follow up next week” = guaranteed silence. Block the time now.
Ask the scary questions up front. - “If you decided this wasn’t the right fit, what would be the reason?” Courageous questions get real answers. Real answers protect your energy.
Track deals against MEDDIC in your CRM. - If a field is blank, the deal’s at risk. Period.
Make friends internally. - If your contact leaves, who’s got your back? Map out 2-3 stakeholders minimum.
Final Word: You’re Not a Ghost Hunter. You’re a Deal Closer.
The longer you stay in sales, the more you realize: The best reps don’t chase. They qualify with courage, follow up with purpose, and walk away without fear.
Because every deal you waste time on? That’s time you could’ve spent winning the next one.
So let the ghosts haunt someone else’s CRM. You’ve got pipeline to protect.