In 60 Seconds
The Ghost Protocol in 60 Seconds
- •Lead Ghosting is normal. 50% of leads go silent. It doesn't mean 'No', it means 'Life got in the way'.
- •Pattern Interrupt: If they ignored 3 emails, sending a 4th email won't work. Switch to SMS. Switch to a Voicemail Drop.
- •Video: Sending a personalized video (loom) saying 'Hey, I made this quote just for you' has a huge open rate.
- •The 'Break-Up': The final message must leverage 'Loss Aversion'. Tell them you are closing their file. It forces a decision.
- •Timing: Be aggressive early (Day 1-3), then back off (Day 7, 14, 30). Respect their space tailored by time.
You sent the quote. You called. You texted.
Crickets.
It is tempting to say "They aren't interested" and move on.
But data shows that 50% of sales happen after the 5th follow-up. If you stop at #3, you are working for your competitor.
You need a systematic "Ghost Protocol" that runs automatically.
The Cadence (Day 1-14)
Day 1: The "Did I Miss You?" (SMS)
- Context: They submitted a form but didn't answer the call.
- Script: "Hi [Name], tried calling but missed you. I have the info on the [Project]. When is a good time to chat? - Mike"
Day 2: The Value Add (Email)
- Script: "Subject: Thinking about your [Project]. I sent the details yesterday. Also, here is a guide on [Relevant Topic] that helps explain the process."
- Goal: Be helpful, not demanding.
Day 3: The "Double Tap" (Call + VM)
- Action: Call. Leave Voicemail.
- Script: "Just wanted to elevate this to the top of your inbox..."
Day 7: The Video (Email/SMS)
- Action: Send a thumbnail image of a video with a "Play" button.
- Script: "I recorded a 60-second walkthrough of your estimate. Watch it here."
- Why: Curiosity gap. They want to see what's in the video.
Day 14: The Break-Up (Phone/SMS)
- Script: "Hi [Name], I haven't heard back so I assume the timing isn't right. I'm going to archive your file to stop bugging you. If you ever need us, just holler."
- Result: This is the highest converting message in the sequence. People rely "No! Don't archive it! I'm just busy!"
What To Do After Day 14
Move them to the Long Term Nurture list.
- Monthly newsletter.
- Seasonal offers.
- Don't call them anymore. Just stay visible.
Verification Checklist
- Automation Check: Is this actually automated? If you rely on sticky notes, you will fail.
- Channel Rotation: Are you switching between SMS, Email, and Phone?
- Time of Day: Are you varying the times? (Try calling at 8 AM, then 5 PM).
Common Mistakes
[!TIP] Use "Reply ?" Short texts work best. "Still interested?" (It feels rude, but it works). "Any updates?" "Did you give up on this project?" (Chris Voss tactic).
- Being Passive Aggressive: "I guess you don't want to save money..." Don't be snarky. Be professional.
- Stalking: Calling 3 times in one day is stalking. Spread it out.
FAQ
Q: How many times is too many? A: 6-8 attempts over 2 weeks is standard. 20 attempts is harassment.
Q: Does Ringless Voicemail work? A: Yes, but carriers are cracking down on it. Use sparingly.
Sources and References
- HubSpot: The Ultimate Follow Up Guide - Templates and timing.
- Salesforce: Touchpoint Frequency Data - Conversion stats.
Changelog
- 2024-06-16: Initial publication.
Read Next in This Hub:
- First 24 Hours - The start.
- Reactivation Campaigns - The resurrection.
Related System:
- Automation Architecture - The machine.