8 Steps to mitigating sales meeting no-shows

Sales meeting no-shows. It happens. As seasoned sales professionals, we know it happens. Many organizations even bake in a percentage of no-shows into their sales metrics.

Often we spend hours preparing and researching for a big call, only to hop onto your meeting/screen share software and just … wait. Five minutes, ten minutes, fifteen minutes go by.

Sure. Life happens. Sometimes. But, let’s be honest, many prospects just don’t value your time.

sales meeting no-shows are frustrating
h/t to the Sales Lion for the image

Sales meeting no-shows can impact your sales pipeline.

Think about it.

Imagine your team schedules 100 meetings per month and you have a sales meeting no-show rate of 15%. The effect of decreasing your no-show rate to 10% might seem insignificant, but that means that you are adding five more prospects a month to your sales funnel (or 60 a year). If you close 30% of your appointments, that’s 20 more deals every year.

One way to think about it regards the seniority of your prospect.

Adjust your target base to a  seniority level which will give you decision-makers but yet is more likely to show – shoot as low on the totem pole as you can where decisions can still be made.  

C-level prospects aren’t accountable to anyone except the CEO. The CEO only reports to shareholders.  This makes them extremely difficult to hold accountable to sales meetings.

It should be no surprise that the higher you go in an organization, the tougher it is to get and keep a B2B sales meeting.

This is NOT the only strategy for mitigating sales meeting no-shows you should consider.

So, here are 8 additional tips you can try:

  1. The more people scheduled for a meeting, the less likely it is that your target prospect will cancel. So, when you can, prompt the prospect to invite other colleagues to attend the call.  
  2. Remind the prospect of the scheduled meeting 24 hours in advance. This is a given and simply good practice.
  3. Open your meeting or screen share tool, and dial in at least 5 minutes early.
  4. About 3 minutes after the start time, if your prospect hasn’t joined yet, open the calendar appointment and forward it to the MIA attendee with a message like: Hi Prospect – I am on the call now, and ready when you are. Thanks, Matt
  5. If another 3 minutes goes by, call them from your cell phone (or another line) and confirm that you are waiting on the meeting line.
  6. If 10 minutes goes by and they’re still MIA:  send an email stating you waited on the call, have logged out, but you are now awaiting their call directly. Be sure to mention that you’re excited to talk.
  7. If they still don’t reach out, be sure to be persistent in rescheduling.
  8. When you send the email to reschedule, provide a choice of two times. Don’t just ask, “When are you available?” Try, “Which of the following works better for you? Thursday at 8 AM or the following Monday at 1 PM?”

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