Tired of being ghosted after a pitch or proposal?

Tired of being ghosted after a pitch or proposal? Here's how to stop wasting time on opportunities that lead nowhere

If you run or work in a creative agency, you’ve probably been here – a great chemistry meeting, a promising pitch or proposal that feels like it landed well... and then nothing.

No reply. No feedback. Just radio silence.

It’s frustrating, and it wastes valuable time, energy, and resource. The team has invested hours pulling together the thinking, the design, the detail – and it goes nowhere.

Sometimes, you were never really in the running. Maybe another agency was already the favourite. Or the client was simply gathering quotes to tick a procurement box.

This topic came up recently during an agency founders mastermind session – and it hit a nerve. Everyone nodded along. We've all been there.

While it's tempting to blame the client, the truth is that once they’ve gone quiet, there’s not much you can do. But what is in your control is how you qualify and shape the opportunity before you get that far.

Here’s how to avoid wasted time and increase your chances of getting a fair shot.

1. Qualify upfront

Before you start work on a proposal or pitch, ask the right questions:

• Is there a confirmed budget?
• Who are the decision-makers?
• What’s the timeline?
• What happens if they don’t proceed?

If you’re not getting clear answers, it might be worth stepping back. The earlier you spot red flags, the more time you save.

I use a pitch checklist that helps agencies assess their chances of winning – DM me if you'd like a copy.

2. Co-create where you can

Instead of disappearing into a corner to build a fully formed proposal, engage the client earlier.

Share thinking, test ideas, ask for input. It builds alignment and helps avoid the classic trap of solving the wrong problem.

It’s not always possible, but when it is, it massively improves your odds of success.

3. Offer paid discovery or workshops

If a client wants upfront thinking, offer a paid discovery session or workshop instead.

This gives them early value and signals that your time and expertise are worth something. It’s a smart way to test their commitment and avoid giving your IP away for free.

If we want our work to be valued, we need to stop commoditising it.

4. Lock in a follow-up before you pitch

One of the simplest, most effective habits - don’t send the proposal until you’ve agreed a follow-up call.

Say something like:
“I’ll send this over on Thursday, how about we book 15 minutes next Tuesday to go through any questions or feedback?”

I used to work with a Business Development Director who wouldn’t send a single proposal without a date locked in to review it. If he was going to spend hours writing it, the least the client could do was commit to a conversation - he had a point.

5. Keep proposals clear and concise

You don’t need a 40-slide deck.

Clients want to know three things:

• Do you understand the problem?
• Can you solve it?
• How much will it cost?

Be direct. Avoid jargon. And don’t bury the fee – they’re going straight to the last page anyway.

The value of your agency should already be clear before the proposal’s even requested.

6. Create light urgency

No pressure, but a gentle nudge helps.

Try:
“We’re currently holding time for a potential start in May – if that works for you, let’s book in a quick call.”

It shows you’re in demand and moves things forward without sounding desperate.

7. Use multiple touchpoints

If you’ve sent a proposal and haven’t heard back, don’t just rely on email.

A quick message via LinkedIn or even a call can be more effective. Something simple like:
“Just checking if you’ve had a chance to review the proposal – happy to answer any questions.”

You’ve done the work – you deserve a response.

8. Give them a way to say no

Sometimes clients ghost you because they don’t know how to say no.

So let them off the hook:
“If plans have changed or you’ve gone a different route, that’s totally fine – just let me know so I can close the loop on my end.”

More often than not, that gets a reply – and at least you know where you stand.

9. Assess winnability before you commit

A smart lens to apply early on: what’s the real chance of winning?

• Do you have any champions in the room - someone you’ve worked with before, or who already knows and trusts your agency?
• Have you built any real connection with the decision-makers?
• Is there openness to collaboration?

If the answer’s no across the board, think carefully before investing your time. Cold opportunities are always harder – and easier to ghost.

Where winnability is high, you may not always win – but you usually get feedback.

10. Suspect or Prospect?

One agency I know asks a simple question before deciding to pitch:
Is this a suspect or a prospect?

If there’s no relationship, no clear brief, and no path to co-creating value – it’s probably a suspect.

But if there’s openness, chemistry, and some level of shared understanding, you’ve got a real prospect on your hands.

That one distinction can save you hours – and a lot of frustration.

To sum up

Pitching and proposals are a regular part of agency life, but that doesn’t mean you have to keep getting ghosted. With a more strategic approach, you can save time and energy. By tightening your qualification process and following up proactively, you can reduce the chances of being ignored.

At the end of the day, if you’re left with a client who doesn't respond to your messages, there’s little you can do – but knowing when to cut your losses can help you focus on the clients who value your time.