Do you know what no-show is ? The term originates from English and means, in free translation, “non-attendance”. It is very common in the hotel business and civil aviation, when a passenger or guest, voluntarily or involuntarily, does not attend the reservation made.

In inside sales , a no-show happens when a meeting – via phone, Hangout, Skype, or other specific tool – is scheduled with the customer and the customer ends up, for whatever reason, not attending.

In these cases, sometimes the salesperson waits 10, 15, 30, 40 minutes and the customer does not show up. In this, practically an entire hour of the day was lost without any sale being made. Unforeseen events exist, and the no-show can happen at any stage of the sales funnel.

You have to be prepared for that.

In this article, we look at ways companies can deal with customers who do not attend pre-scheduled meetings, how their sales and marketing team can work to avoid wasted work hours. We also talked about the importance of a sales CRM to minimize no-show damage.

Come on?

Good reading!

No-show happens at all stages of the sales funnel

With or without a relationship of trust established, qualifying the lead or not, the no-show will happen at some point in the salesperson’s schedule. It’s important to keep this in mind above all.

The no-show can be

  • At the top of the funnel – although the lead has been available to listen to what the sales team has to say, the fact that there is not a strong relationship of trust and not even the certainty that the product or service is what the customer wants , can generate high no-show rates, close to 50% ;
  • At the bottom of the funnel – at this stage, the no-show is more worrying. Even if the lead has been qualified, misdiagnosis or company expectations can be the cause of the problem. It is normal rates of up to 20% for no-shows.

In general, in companies where salespeople only sell , meetings with customers are marked by an SDR when the lead is inbound, or by a BDR when the lead is outbound.

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Prevention is better than cure: trying to avoid the no-show

Some tips are important when setting up a meeting with a potential client. In this way, the risk of him not appearing, in theory, decreases.

  • Don’t schedule the meeting too far in advance – the client has other appointments and may end up forgetting the appointment and scheduling others on the same date and time;
  • Propose good days and times – Monday mornings or Fridays at the end of the day are times that are easier to cancel, as well as times before or after lunch;
  • Focused meeting – When scheduling the meeting, clearly define the subjects that will be covered and also the maximum time foreseen for the conversation;
  • Rest assured – Will the customer really be able to attend that day and time? Are there no other appointments scheduled around the time of the conversation?

If the time for the meeting is coming up, set how soon you should contact the customer to make sure the agenda is met. One suggestion is to send the customer an email on the day, or 24 hours before, reminding them of the commitment made.

It is vital that the SDR or BDR, whoever is responsible for scheduling meetings, is in tune with the sales team.

What if the lead still doesn’t show up?

Agility is important

Every SDR or BDR is responsible for making the agenda of their sellers, so occupying it completely is the great challenge. In the event of a no-show, it is essential that those responsible for the scheduled meetings are able to relocate another client in that period of time.

Remember: idle sellers are costly . Time is money. And wasting your sales team’s time is wasting your company’s money.

But if that’s not possible, it’s time to…

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Even though all care has been taken, it is known that unforeseen events of all kinds are always happening. In this case, it is important for the seller to follow-up. It takes a series of activities (alternate calls and emails) to go after the lead that did not show up on the scheduled schedule.

It is essential to have patience, after all, the reason why the no-show happened can be anyone.

If all attempts fail, it’s time to send an email closing the contacts, but remaining available in case of change of posture, thought of the lead.

Sales CRM as an ally

More than being careful when scheduling a meeting, it is essential to have a good sales CRM as an ally in this mission.

Pipe Run, for example,  has full Google Calendar integration . This means that it is possible to release access to the agenda of salespeople and managers for the customer, so that he can schedule an available time for meetings.

In addition to receiving notification via e-mail, it is possible to accept the schedule within Pipe Run and also create scheduling buttons for the customer to enter on their website.

Other important features:

  • Control of schedule no-show metrics – after automatically registering the activities at each step of the funnel, if there is no-show, the seller has a specific button to report the event, which facilitates the use and improves the management of this metric;
  • Agenda confirmation – automatic emails can be registered at each step of the funnel or even via the use of a pre-configured template to request confirmation of the meeting.

The way to confirm the schedule, by the way, can be one of the biggest no-show problems. This is because the SDR does not use a tactic like those used by doctors’ secretaries, who only inform the time and reinforce that the room is ready and the team is reserved for care.

To set a new date after the no-show, the Pipe Run client can send an email using an automated template, and can select a new day and time from the schedule.

So, how is the no-show fee in your company? Talk to a consultant and learn more about how to reduce this.

Oh, be sure to read our article on how many SDR companies need to have .

Check back often!

A hug from Pipe Run, your sales CRM. #Run Pipe Run