My Prospect Didn't Show Up!!

Have you ever been “left at the altar” by one of your sales prospects? Who hasn’t? 

It used to make me seethe with anger, but now I’m looking at it differently. It may actually be a good thing!


We all hate whenever we work hard to get a sales appointment scheduled, do our best to confirm, and then without notice, our prospect either cancels last minute, or they don’t even show up on the conference call bridge. I had such an occurrence this morning…


A couple of weeks back I received a referral from a client of mine - a CEO of a tech company in Chicago. We exchanged e-mails, spoke on the phone for a bit, and then we decided to schedule a conference call to the calendar with a couple of other people interested in my services.


Despite my sending a calendar invite, a web meeting invite, coordinating and confirming with the CEO’s executive assistant, and confirming again the day before with another web meeting invite and an e-mail to the CEO’s executive assistant - guess what? My prospect didn’t show up! 

The good news is that it wasn’t the end of the world for me. I actually felt I was moving closer to closing the deal and getting a new client, and that being jilted by my prospect was actually a step forward. Here’s my take on things…

Things happen and you need to be patient with prospects. Despite being “left at the altar”, there could be a very good reason for the “no-show”, and your prospect will feel as if they owe you more “benefit of the doubt” and consideration next time around when you re-schedule the appointment. I absolutely love it when a sales prospect is “on their knees begging for forgiveness”. It gives me a lot more latitude to work with and I know that any mistake I might make won’t work too much against me. Here’s the key benefit when prospects don’t show up - you get an IOU. 


The next time a prospect fails to show for the meeting or the conference, don’t get mad - be glad. Something good is going to come out of it if you play your cards right. For example: Remember to send a message or leave a voice mail apologizing that things didn’t work out and express an understanding that things come up and hope that there will be an opportunity for the two of you to re-schedule if your prospect is still interested. 

Don’t get mad and take your prospect “behind the woodshed” and teach them a lesson. While taking revenge might make you feel better, it won’t put any money in your pocket or advance your business - so why bother?