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It can be the most frustrating aspect of working in sales. Professionals show up at a prospect’s location or dial into a planned phone call, only to find there’s no one available. Even with every measure in place to prevent them, sales professionals are never immune from at least occasional no-shows, but when it becomes a regular occurrence, it’s likely a symptom of a much bigger problem.
If you can identify the cause of those no-shows, you can begin to take measures to prevent them. When your sales team can successfully complete their pitches, your business will thrive as a result. Here are a few common reasons for unexplained cancellations.
Often sales professionals find that they’re wasting time chasing leads who aren’t even remotely interested in what they’re selling. Lead generation software can offer your sales team qualified leads that are more likely to convert. These tools use the latest technology to refine a business’s contact databases with high-quality leads to increase conversions. In addition to having an engaged audience for your sales pitches, this software will also reduce the number of no-shows, since prospects have already demonstrated an interest in the subject matter area your business covers.
Prior to a meeting, prospects will often set aside at least a small amount of time to research a business. If basic web searches on your brand uncover negative comments, you may find your leads are ditching meetings without explanation. Look objectively at the professionalism of your website and social media presence, as well as review sites where your business might have been mentioned.
“Bad reviews can happen to even the best businesses,” says James Barber, co-head of SEO for London-based digital agency Go Up. “When those reviews appear prominently in search results, it’s important to take action. By generating high-quality content optimized for the search terms customers are entering, you can overcome those bad search results and win more clients.”
If no-shows are a problem, it may be time to take a look at your appointment-setting procedures. When your sales team members call to set an appointment, make sure they’re giving enough information about what you offer to intrigue the prospect. If you have a separate team setting appointments, they need to have the talent necessary to break the concepts down in a way that prospects understand. Focus on the value that your products or services will bring to the other person rather than merely listing their many great features.
Sometimes a no-show is simply a result of a miscommunication between your team and the prospect. To avoid these issues, request that a calendar event be created for every appointment that has been set, including clarification of the time zone if applicable. Sometimes no-shows could simply have the wrong time or have assumed the meeting was an in-person one rather than by telephone. Review past no-shows and try to find a common thread relating to miscommunication, then set policies that will prevent the same issues occurring in the future. If the no-shows can be traced back to a specific appointment setter, you may be able to invest in retraining to improve things.
Sales professionals often try to avoid seeming desperate or too persistent, fearing they’ll scare prospects away. This, unfortunately, means that they fail to call to confirm a meeting once it’s been set. Just one simple confirmation call could reduce the number of no-shows due to flaky or forgetful prospects. In doing so, however, you run the risk of giving the prospect the opportunity to cancel when he or she might not have otherwise. One expert recommends calling the evening before the meeting, waiting until after the close of business, and leaving a voicemail message as a reminder. The prospect will receive the message the next morning and may not take the extra effort to call to cancel the meeting.
No-shows waste your sales team’s time. If you can identify the reasons behind those missed opportunities, you can keep them at a minimum. Then you’ll be able to put that extra time into pitching prospects who are interested in what you have to say. This will mean less frustration for your team and more closed deals.
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Dan Steiner is a professional writer, author, and marketing influencer. He is an active mentor in the California startup community, and has helped numerous brands grow over the years. Currently he serves as CEO at Elite Legal Marketing, a law firm marketing agency. Dan's published work has been featured in dozens of media outlets, including Entrepreneur, Inc, HuffingtonPost, GoDaddy, among many others. When he’s not writing or speaking, you can find Dan at the gym, backpacking, or volunteering at his local animal shelter.
