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Client ghosting in business: Why it’s getting worse and how to address it

You don’t have to believe in ghosts to recognise a troubling pattern in UK business: Clients who eagerly agree prices, confirm schedules, praise the quality of a supplier’s work -  then vanish into thin air.

No replies to emails, no returned calls, no explanation, just the sound of crickets.

This behaviour, widely known as ghosting, used to be associated with dating apps and personal interactions. Now, it’s increasingly common in professional B2B environments - from creative services and trades, to consultants and specialist service providers. Although often dismissed as a minor annoyance, client ghosting can have real financial and operational consequences – for both sides of the deal.

Why client ghosting is becoming more common

Client ghosting is rising and there are many reasons why:

Overwhelm and choice paralysis

One of the biggest drivers behind client ghosting is sheer overwhelm. Thanks to the internet, UK buyers now have an unprecedented number of suppliers at their fingertips. Unfortunately, this abundance of choice can create decision paralysis, where clients struggle to commit and instead simply avoid making a decision. Economists have long identified this pattern – also known as the ‘Jam Study’ - in consumer behaviour, where more options often lead to less action. In a business setting, avoidance frequently materialises as silence.

The normalisation of digital avoidance

Digital communication has made disappearing easier than ever. Where once a client felt socially obligated to make a phone call or send a letter, today they can simply stop replying. This low-friction avoidance behaviour has been normalised through social media and it now bleeds into professional conduct. Meanwhile, remote and hybrid working environments have further eroded accountability. When teams are not physically present with one another, it’s simple to let communications slide.

Misalignment between enthusiasm and internal reality

It’s also common for enthusiastic stakeholders to begin discussions with suppliers without proper internal alignment. While their enthusiasm is genuine, it may not represent the viewpoint or approval of senior decision makers. When internal reality catches up, silence is often the preferred response.

Economic uncertainty and budget anxiety

Even the UK economy plays its part in this phenomena. Rising operational costs, unpredictable budgets, fluctuating consumer demand – they all create hesitation in businesses. Many clients initiate conversations before they have secured full internal approval, only to later realise that funding is unavailable. Instead of communicating this directly, they choose quiet avoidance.

What clients need to do better

Clients are in the driving seat in any deal, which means they’re obligated to properly signal their intentions.

Give clear answers, even if the answer is “no”

Professional courtesy requires closing the loop, even if the decision is negative. A simple “Thanks, but we won’t be moving forward” email preserves goodwill and avoids burning bridges. Going into radio-silence can damage reputations and relationships and make it more difficult to hire essential services further down the road.

Improve internal preparedness before engaging suppliers

Clients should ensure budgets, timeframes, and internal decision structures are confirmed before initiating detailed discussions. Doing so respects suppliers’ time and prevents avoidable confusion.

Acknowledge the hidden cost of supplier engagement

Suppliers often invest hours, sometimes days, in scoping, proposal-writing, research, and preparation for a deal or project. Some clients may not care about this effort, but they should. Recognising a supplier’s invested time and money fosters better business culture and encourages honest communication.

What suppliers can do to exorcise the phenomena of ghosting

Client ghosting may be increasing, but suppliers can limit its effect.

Qualify leads early and firmly

Instead of diving straight into proposal mode, first confirm budgets, timelines, and internal authority. Is the project feasible or serious? Asking questions can reduce time wasted on low-probability prospects and filter out clients who are only window shopping.

Set clear communication expectations

Agree next steps, timelines, and follow-up expectations upfront. This makes it easier to hold clients accountable. Also, a structured follow-up plan feels more professional and less like chasing.

Introduce non-refundable deposits for scoping or discovery work

I know, it’s a delicate subject, but a growing number of suppliers now require paid discovery sessions, consultation fees, or deposits before producing detailed proposals. This serves multiple purposes: It filters serious clients from casual enquirers, reinforces the value of the supplier’s expertise, and creates a psychological commitment that reduces the likelihood of ghosting.

Offer simple decline options

Frank Sinatra once said; “In business, a fast ‘no’ is always better than a slow one.” He was right. Making it easy for clients to say “no”, such as including a quick-decline link or template message in follow-ups, reduces the likelihood that clients will default into silence.

Document Everything

Written confirmation of meetings, conditions, and agreed next steps reduces ambiguity and prevents misunderstandings later. In other words, think like a lawyer.

Final word

Client ghosting isn’t just rude, it’s a growing threat to efficiency and professionalism. It’s rise can be attributed to many things - digital avoidance, economic uncertainty, the overwhelming abundance of choice, even the phases of the moon - but the solution is shared: Clients must communicate more transparently, while suppliers must set firmer boundaries, qualify leads more carefully, and protect their time and expertise.

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