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Why “Hell Yes” Clients Ghost You Before Hitting Buy And How To Stop It Happening

Writer's picture: Emma OrlandoEmma Orlando


We’ve all been there. A potential client seems thrilled to work with you, they rave about how perfect your service is, but when it comes time to sign the contract or make the payment, they disappear. What happened? Are they just not interested anymore? Did you say something wrong? Did they find someone better? Well, maybe, but more often than not, it’s none of those things.


The culprit? Cortisol.


The act of "ghosting" is part of a predictable psychological cycle that every buyer experiences. Understanding this cycle will not only give you insight into why it happens but also how to consciously guide potential clients through it, leading to aligned, empowered sales.


Sound like something you want to know more about? Let's dive in!


The Hormonal Journey of a Client:


  1. Dopamine: The Excitement Phase

    When a client first stumbles across your service, they experience a spike in dopamine—the "feel-good" hormone that drives curiosity and excitement. They’re eager to learn more and may even send that enthusiastic message or book a discovery call.

    Everything seems aligned, and the client feels like they’ve found their perfect solution.


  2. Oxytocin: Building Trust

    As they dive deeper into understanding your service, oxytocin—the "trust hormone"—begins to rise. They resonate with your values, feel a connection to your brand, and start to envision how you could help them. This is when they’re most likely to say, “This is exactly what I need!” and you feel that perfect match. We dive into creating this within the first phase of Mirrored Marketing, which you can read about here.


  3. Cortisol: The Stress Spike

    As they move closer to making a decision, the cortisol—also known as the "stress hormone"—starts to spike. They begin to second-guess themselves, evaluate risks, and experience fear. This is the moment where ghosting often happens. Sometimes, the presence of fear brings up very valid points and it might just be that the service isn't aligned for them, that's ok! Others though, it's a case of handling the spike in a way that creates safety, empowerment and aligned action.


How to Avoid Ghosting and Increase Sales:


  • Provide Clarity and Transparency

    Eliminate mystery and vagueness from your marketing. When clients know exactly what they’re getting, they feel more at ease making a decision. Is it clear what problems the service solves? The unique approach it uses to solve them? What will be included (and what won't be)? Where people can expect to be afterwards? Knowledge truly is power when it comes to the spike of cortisol.


  • Acknowledge Their Fears

    Instead of pushing clients to act while they’re in a stress response, acknowledge their concerns. Offer them time and space to process the decision and provide

    reassurance where needed. This may be something that people need to figure out with their own inner authority, it it may be an area that would like some support in. This isn't about "objection handling" it's about giving space to resistance and offering a reframe if someone is open to it.


  • Create resonance

    The higher levels of resonance, the greater the trust, which in turn results in less of a cortisol spike. When people align with your values, can feel the embodied sense of your service, resonate with you on a human-to-human level, they feel safer to invest. Want to create deeper resonance? Watch the first module of Mirrored Marketing.


By understanding the hormonal process behind client behaviour, you can create a marketing experience that leads to aligned, empowered sales—without resorting to manipulative tactics. Conscious marketing isn’t about forcing clients to say yes. It’s about guiding them to make decisions that feel good, so when they do say yes, it’s from a place of trust and alignment.


This shift in approach not only increases your sales but also builds long-lasting relationships with clients who genuinely feel good about their decision. This is the foundation of conscious marketing—a true reflection of your service and the impact it’s meant to have.



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