What to do when a seller ghosts you

How to follow up without being annoying (and when to move on)

Author

Ben Kelly
November 06, 2025

You sent a cold email to a seller.

They respond, you have a great first conversation, and maybe they even seemed genuinely interested.

Then… radio silence.

This is one of the most frustrating parts of buying a business, and it happens to everyone.

Today, I’ll show you exactly how to handle it.

First, understand why sellers ghost

Before you take it personally, realize that most sellers aren’t intentionally ignoring you.

They’re busy running their business, overwhelmed, and may not be sure if they actually want to sell yet.

Sometimes they’re talking to other buyers, or life just got in the way.

The point is: it’s usually not about you!

The follow-up strategy

Here’s my approach when a seller goes quiet:

Wait 5-7 days after your last message, then send a brief follow-up:

“Hi [Name], just checking in on our conversation about [Business Name]. Still interested in exploring this when you have time.”

If no response, wait another 7-10 days and try once more: “I know you’re busy. If now isn’t the right time, no problem - happy to reconnect in a few months.”

After two follow-ups with no response, move them to your “follow up later” list and focus on other deals.

Circle back every 2-3 months. (Sometimes sellers need 6+ months to get mentally ready.)

When patience pays off (and when it doesn’t)

Some sellers are genuinely interested but moving slowly.

When I bought an ATM route, negotiations took over three months, and the seller examined every detail.

But I could tell they were acting in good faith, so I stayed patient.

The key difference? They kept responding and moving the conversation forward, even though it was slow.

Red flags that mean you should walk away

If a seller consistently:

  • Delays meetings or cancels at the last minute

  • Gives incomplete information after multiple requests

  • Avoids specific questions about financials

  • Throws around unrealistic valuations

...they’re probably wasting your time.

Don’t fall in love with one deal! There are always other businesses out there.

The real power move

The strongest negotiation tool you have is the ability to walk away.

When you’re juggling multiple potential deals, one ghosting seller doesn’t sting because you have other options.

That’s why you need to look at 20-30 businesses to make 2-3 solid offers.

If one seller ghosts, you move to the next.

Getting ghosted is part of the process.

Follow up twice, then move on - the sellers who are serious will respond.

And if you’re looking for more businesses to add to your pipeline…

I occasionally share business opportunities with subscribers when I come across deals worth evaluating.

To get those emails, fill out this short form below:

Or if you’re selling your business, fill out this separate form below:

Onward,

— Ben Kelly