They asked for a quote, then vanished. Four smart strategies to re-engage cold leads and stop ghosting from killing your sales.
What’s happening: Australian small businesses are losing significant revenue to “lead ghosting” – when potential customers express initial interest, request quotes, then disappear without explanation, leaving business owners frustrated and revenue pipelines vulnerable after investing time and advertising spend to generate those enquiries.
Why this matters: As CRM adoption accelerates among small businesses and marketing automation becomes more accessible, the gap between customer interest and action represents a critical conversion point where the right systems can mean the difference between lost opportunities and sustained growth.
The enquiry lands in your inbox. They’ve asked for a quote. Your services seem perfect for their needs. But then… silence.
For small business owners across Australia, this scenario plays out daily. Potential customers express genuine interest, engage with initial communications, then vanish without trace – taking with them the time, energy and advertising investment already committed to earning their attention.
“Ghosting is certainly a business risk,” says Elise Balsillie, Head of Thryv Australia and New Zealand, a business automation platform. “You have already invested time, energy and ad spend to earn that lead. Letting it go cold is a missed opportunity.”
Speed still sells
The modern customer expects immediacy, and response time often determines whether a business stays in contention. Research consistently shows that leads contacted within the first hour are seven times more likely to convert than those contacted even an hour later.
Smart businesses are using automation to bridge this expectation gap. A plumbing business, for example, might set up automatic replies for after-hours enquiries, confirming message receipt and providing a scheduled call-back window.
“The customer feels acknowledged, not ignored, and the business stays top of mind,” Balsillie explains. “Your first message sets the tone. Automate your responses, acknowledging urgency and showing clear next steps.”
The key is following through on automated promises. An immediate acknowledgement buys time, but only if it’s backed by genuine human follow-up within the promised timeframe.
Value before the ask
Generic follow-ups rarely generate traction, particularly when they offer nothing beyond reminders. For service-based businesses like landscapers, simply asking “Are you still interested?” can appear pushy rather than helpful.
Successful lead management systems focus on providing value before requesting decisions. Instead of chasing responses, businesses might follow up with seasonal maintenance checklists, street appeal improvement tips, or cost breakdowns for common design upgrades.
“Rather than prompting for a decision, send something that helps make the decision easier,” Balsillie suggests. “Think educational content, project timelines or relevant examples from previous jobs. Make the follow-up about them, not you.”
This approach reframes interactions from sales-driven to service-led, positioning the business as a helpful advisor rather than persistent vendor.
Reading digital breadcrumbs
Every click, page view and return visit provides insight into customer intent. For photography businesses, noticing that potential clients repeatedly visit pricing pages without booking suggests specific concerns worth addressing.
Modern businesses are using this behaviour data as re-engagement triggers. When customers revisit service pages multiple times, it might prompt friendly messages offering package selection help or answers to common questions.
“Make sure you use a CRM,” Balsillie advises. “It will provide you with valuable data so you can monitor behaviour patterns. If a lead re-engages with your content, that’s your moment. Reaching out when interest peaks, not weeks later, can make all the difference.”
This approach transforms passive website activity into active sales intelligence, allowing businesses to intervene at optimal moments rather than following arbitrary follow-up schedules.
Personalised automation
Leads are less likely to ghost businesses when they feel genuinely recognised. For service businesses like hair salons, this might involve personalised reminders including client names, last appointment dates, or styling tips based on previous preferences.
“When automation is thoughtful rather than transactional, it builds connection and that leads to loyalty,” Balsillie notes. “Clients are more likely to return, respond and rebook when it feels like you have remembered them, not just their booking time.”
The challenge lies in making automated communications feel authentic. Tools that allow customisation with personal details help businesses scale personal touch without sacrificing efficiency.
The businesses that thrive aren’t necessarily those that chase hardest, but those that connect smartest. Marketing automation serves as the bridge between good intentions and timely actions, helping small businesses stay visible and relevant without burning out.
“Smart marketing automation bridges this gap by ensuring no lead goes cold without a follow-up, no enquiry sits unanswered and every customer hears from you at the right time with the right message,” Balsillie explains.
For Australian small businesses competing in increasingly crowded markets, the ability to nurture leads systematically while maintaining personal connection could determine long-term sustainability. The key lies in viewing automation not as replacement for human interaction, but as the foundation that makes meaningful human connection scalable.
Elise Balsillie is Head of Thryv Australia and New Zealand, a business automation platform serving small and medium enterprises.
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