If you’ve been in solar sales for more than five minutes, you’ve probably experienced it: a killer meeting with a prospect, great energy, lots of head nods, maybe even a verbal “yes.” Then… silence.
Ghosting isn’t just a dating phenomenon. It’s a sales epidemic. I don’t care if you’ve been selling solar for ten months or ten years; it happens. While it’s easy to blame the customer, most of the time the fault lies with us. After decades in the field and coaching countless reps, I’ve found three core reasons people go dark — and how to fix them.
1. You didn’t actually deliver value
Many reps think they’re adding value just because they showed up. But being present doesn’t mean being helpful.
Let me tell you a quick story. I was in Utah meeting with a commercial account that could’ve been a major win. I walked in confidently, asked some decent questions, then jumped to the whiteboard to pitch our “value prop.” I thought I nailed it. I walked out patting myself on the back. A few days later? Crickets.
In hindsight, I completely misread the room. I hadn’t earned the right to “teach” anything. I hadn’t tied our solution to a single pain point they actually cared about. I made it about me, not them. That meeting was lost the moment I grabbed the marker.
Too often, reps think value is explaining the product or rattling off incentives. But the true value is perspective. It’s insight. It’s showing the customer something they didn’t already know about their own business or market.
What to do instead: Ask yourself, “What’s in this for them?” If you can’t articulate that clearly (and in their words, not yours), you haven’t earned the next meeting.
2. You made the conversation about you
Salespeople love to talk about themselves, their company, their product and their wins. That’s natural, but it’s a huge mistake.
One of the earliest lessons I learned from my sales mentor was this: Great selling is never about you. It’s about the person across the table.
I’ve sat through too many pitches where the rep opened with “We’re the leader in X,” or, “Here’s why we’re different.” That may matter eventually, but not at the start. A true pro opens by discussing the customer’s goals, risks, or challenges. What’s keeping them up at night? What’s the potential upside if they solve it? Only then do you start to connect your solution to that.
Personal tip: I often start meetings by referencing something in the news — an energy policy change, a local incentive shift, or a market trend that affects their world. It’s a simple way to earn relevance fast and spark a real conversation. From there, you can zoom in and tailor the discussion. It positions you as someone who gets the bigger picture, not just someone trying to sell a widget.
3. You didn’t follow up the right way
Here’s the simplest and most common reason deals stall: bad follow-up.
You’ve probably heard “the fortune is in the follow-up.” It’s true. But that doesn’t mean firing off a “just checking in” email two weeks later. That’s lazy, and it signals you’re not really invested.
One thing I’ve done for years is create a templated follow-up format. During every meeting, I take notes directly into a draft email, including who was in the room, what we talked about, and what I’m committing to do next. As soon as the meeting ends, I hit send. That message becomes the bridge to the next conversation. It shows you’re organized, you listened, and you’re serious.
I once asked a buyer why he chose to work with us over two other vendors. His answer? “You were the only one who followed up with clear next steps.”
Lesson: Follow up within 24 hours. Make it actionable, not vague. And don’t disappear.
What if you’re already ghosted?
We’ve all been there. The lead is cold. You’re getting no response. Now what?
Here’s the play: you keep going. Professionally, respectfully, persistently.
There was a time early in my career when I closed a major deal… only for the purchase order to stall. I called. I emailed. Nothing. So I drove to their office and sat in the lobby with my laptop, catching up on emails and chatting with the office manager. I stayed for a day and a half. By the end, I knew half the staff by name, and the procurement manager gave me the PO. “You clearly weren’t going away,” he said. “And honestly, I respect that.”
Pro tip: If one person ghosts you, reach out to others in the organization. Use LinkedIn. You’re at risk if you don’t map out at least 5-10 stakeholders in a B2B deal. Don’t rely on one champion.
Trust is earned, not assumed
The subtext of ghosting is often a lack of trust. If you’re getting one-word replies — “sure,” “maybe,” “we’ll see” — that’s a sign they’re not comfortable yet. Dig deeper. Clarify. Ask better questions.
On the flip side, if everything you say is getting a “yes,” be careful. People-pleasers often say yes when they mean no. If a prospect is overly agreeable, they might just be trying to get rid of you.
The best reps know how to pause, zoom out and say, “Hey, I just want to ensure we’re aligned. Can I ask what’s holding you back?”
Sometimes the most powerful move in sales isn’t the pitch. It’s the pause.
Bottom line: If you’re getting ghosted, it’s not a mystery. You either didn’t bring value, didn’t make it about them, or didn’t follow through. The good news? You can fix all three.
Start today. Review your last three meetings. Ask yourself honestly: Did I give them insight? Did I connect to their world? Did I follow up with clarity?
If not, that silence you’re hearing? That’s the sound of a second chance slipping away.