Learn how to decode silence in sales and recruitment—plus the exact scripts and strategies to get closure without looking desperate.
Episode Overview
In this episode of It's A Yes! Making It In Media, Jo Wood and Debra Sharron tackle one of the most frustrating experiences in both sales and recruitment: ghosting. Whether you've had a brilliant pitch meeting followed by radio silence, or you've sailed through three interview rounds only to be left hanging, ghosting is a demotivating reality that over half of UK employers admit to doing.
Jo and Debra decode what silence actually means—from "I'm too busy" to "I'm avoiding an awkward no" to "this was never happening." They share practical strategies for preventing ghosting before it happens, including next-step hygiene, trial closing techniques, and multi-channel follow-up approaches. You'll learn when persistence pays off and when it's time to walk away with dignity.
Listener questions tackle real scenarios: Tom's been waiting five weeks after three promising interviews, James has been ghosted after sending a detailed proposal, and Mel struggles with closing in person versus on video calls. Jo and Debra provide actionable scripts, timing guidance, and the all-important buying signals you need to recognize before you waste time on proposals that go nowhere.
What This Episode Covers
- Why over 50% of UK employers admit to ghosting candidates—and why silence isn't always personal
- The three types of silence: genuinely busy, avoiding confrontation, or never happening
- Next-step hygiene: how to build accountability into every meeting or call
- Trial closing techniques that reveal true interest before you invest time in proposals
- Multi-channel follow-up strategies—why WhatsApp often gets the fastest response
- The "if they wanted to, they would" rule and when to walk away
- Recognising buying signals: what they are and how to respond immediately
- Why you should never offer to "send an email and call back" without locking in next steps
- How to ask for commitment to a follow-up meeting before writing any proposal
- Video vs. in-person closing—and why Mel closes better on calls
- Professional etiquette: remembering how ghosting feels when you're on the other side
YES List
The Challenger Sale — Matthew Dixon and Brent Adamson
Debra recommends this game-changing book that revolutionized her approach to selling and training business development teams. The research is fascinating: the authors studied thousands of sales reps and found that in complex B2B sales, one type dramatically outperformed all the others—the Challenger. Challengers teach clients something new about their own business, tailor their message to each stakeholder, and aren't afraid to challenge the client's thinking. This was transformational because the best salespeople create constructive tension. They bring insights clients haven't considered. It's not about being aggressive—it's about being assertively helpful.
Top takeout: Come to every client meeting with a tailored insight about the client's business or market, not just your solutions. Teach them something they don't know about their customers, competitors, or industry trends. That's what transforms you from vendor to trusted advisor.
More here: https://www.penguinrandomhouse.com/books/205086/the-challenger-sale-by-matthew-dixon-and-brent-adamson/
Get In Touch
If there's a media career question, challenge or experience you'd like us to explore, email hello@makingitinmedia.com
Upcoming Workshops
Ghosting Power Hour — 27th February 2026
Debra is running a live, interactive Ghosting Power Hour on 27th February focused on mastering follow-up strategies, reading buying signals, and knowing when to walk away. Get practical scripts and techniques you can use immediately.
Register here: https://makingitinmedia.com/sales-training-courses/
Debra also runs regular online media sales training workshops focused on building commercial confidence and capability. Details of all upcoming sessions can be found at the link above.
Subscribe & Share
Follow the show for conversations about building a career in media, and share this episode with someone who's been left on read or needs help navigating the ghosting game.
More from Jo & Debra
- Subscribe to Jo and Debra’s newsletter, to get your FREE guide to the Top Media Sales Tips for 2026
- Join one of Debra’s upcoming media sales workshops
- Follow Jo on LinkedIn here
- Follow Debra on LinkedIn here
About the Hosts
It’s A Yes! Making It In Media is hosted by Jo Wood and Debra Sharron.
Jo is Managing Director of The Media Exchange, a specialist media recruitment consultancy working closely with candidates and employers across the industry.
Debra is founder of Media Sales Training, where she designs and delivers training for media sales teams, supporting professionals at every stage of their careers.
Together, they combine recruitment insight and sales expertise shaped by decades of experience inside the media industry.
Disclaimer: The views shared on this podcast are for general information only and reflect personal experience. They should not be taken as specific career, legal or financial advice.
