How to Reduce No-Shows on Sales Calls as a Coach

If people book calls with you and then don't show up, you're not alone, and it's fixable. In this post I'll break down how to reduce no-shows on sales calls for your coaching business. We'll look at the three real reasons prospects skip calls, and the simple things you can do before the call to get more of them to show up.

First, know what kind of lead you have

Before you change anything, look at two things.

How warm is the lead?

• Hot: they already know you.
• Warm: they've seen you once or twice.
• Cold: this is the first time they've heard of you.

How did they book?

• Auto booking: they saw an ad and booked right away, maybe after watching a video sales letter.
• DM setting: you went back and forth in messages or texts, then booked them.
• Appointment setter call: someone on your team talked with them on the phone, then booked them with a closer.

Each one needs a slightly different approach. But the principles below help with all of them.

Want to go even deeper? Watch the full video.

Why prospects don't show up: 3 reasons

1. Low trust

There are a lot of people in the coaching and consulting world who make big claims and don't deliver. So more and more people feel burned. They got taken advantage of once, and now they assume everyone is like that.

On top of that, people trust each other less in general right now. I saw a study saying person-to-person trust is at one of its lowest points ever. When you know that, you can adjust how you talk to your leads.

2. You don't stand out

If you run ads, here's what happens. As soon as someone clicks on your ad, your competitors are likely targeting that same person. So now they see ads from three or four other coaches everywhere they go.

If they booked with you a week out, by the time the call comes they may have forgotten which one you were. They don't remember what makes you different, or why they booked.

3. They don't have a clear reason to show up

People are busy. Kids, school, jobs. And if they're looking for a solution, they might book several calls. You may think you've made it clear why they should show up. But does the person who booked really understand why the call is worth their time?

So you've got three problems to solve: low trust, standing out, and giving a reason to show up. Let's take them one at a time.

How to build trust before the call

Give real value in your content

A lot of coaches are scared to give away their "secret sauce." My thought is, if your stuff is that secret, you're one person away from someone buying your course and leaking it online.

The bigger problem is when coaches make content but hold back their best stuff. They end up putting out sucky fluff. And then the prospect judges you on that fluff. So send people something real. A long-form video, a short video sales letter, or a simple PDF that shows your expertise.

Show proof

If you've helped people, show it. It tells the prospect you're real and you've done this before.

Show that you're real

A lot of people don't want to show their face. If I'm the prospect, that makes me skittish. Show up in your content and videos, personalize your messages, and pick up the phone. It raises trust, so they show up. And it helps them buy once they do.

How to stand out after they book

Call them right after they book

I know it's not the most fun thing. But take 3 to 5 minutes, maybe 10, and call them right after they book. Something like:

"Hey, this is John from XYZ company. I just saw you booked. First of all, congrats on taking the next step. I also wanted to make sure you got everything. Did you get the Zoom link? Awesome."

Then just have a conversation and learn about them. When you do this, the chance they show up goes way up.

Automate the rest

You can't call everyone every time. So add texts, emails, voicemails, and custom pictures to your reminder automations. You can even send a voicemail that drops in like a missed call, from inside of an automation. Or a picture of a whiteboard that says "Strategy for" plus the person's name, filled in for each prospect automatically.

Keep the gap between booking and the call short

This is a big one. Say someone books on Monday at 7 p.m. If their call is Tuesday at noon, they're much more likely to show than if it's Friday. Shorter gap, fewer competitor ads, less time to forget you.

You can fix this inside of your calendar settings. And if someone books far out, call them and try to move it closer.

Get in communication, then stay in communication

If someone books and you text them and they never text back, the chance they show up is very low. So your goal is to get a reply. It doesn't matter what it is. Any reply beats no reply.

Then stay in touch all the way from booking to the call. That's another reason a short gap helps. Filling five or seven days is hard. Filling 12 or 24 hours is easy.

How to give them a reason to show up

Speak to their problem

People buy things to solve a problem. If you understand their problem and speak to it, and they believe the call could help them get where they want to be, they're much more likely to show.

Make the details clear

Tell them the purpose of the call, where it is (Zoom or phone), and how long it takes. That shows you're a professional who respects their time.

Personalize it to them

If you can get them on the phone, talk about their problem, then end with something like, "I'm looking forward to helping you solve this on our call." When they feel the call is about their problem, they show up.

For more on this topic, see how to double your booking show rate, and if people apply but never book, read what to do when a lead applies but doesn't book.

FAQ

What is a good show rate for coaching sales calls?

It depends on how warm your leads are and how they booked. Instead of chasing a single number, track your own rate and watch it rise as you add calls, reminders, and a shorter booking gap.

Should I text or call leads before a sales call?

Both. Call right after they book if you can, then use texts, emails, and voicemails to stay in touch until the call.

How far out should I let people book a sales call?

As close as you can. Next day is much better than a week out. If someone books far out, call them and try to move it up.

If you want help putting this in place, apply here: apply to work with TD Coach.