What is Show Rate?
The percentage of scheduled meetings where prospects actually attend. A critical metric for forecasting and pipeline management.
Quick Definition
Show Rate: The percentage of scheduled meetings where prospects actually attend. A critical metric for forecasting and pipeline management.
Understanding Show Rate
Show rate is the percentage of scheduled meetings where prospects actually attend—a critical metric for forecasting and pipeline management. Booked meetings represent potential opportunities, but only attended meetings become actual selling conversations. Show rate bridges the gap between scheduling and execution, indicating both meeting quality and process effectiveness.
Low show rates waste sales resources: calendars blocked for meetings that don't happen, prep time for prospects who don't show, and pipeline forecasts based on overstated meeting numbers. Understanding and optimizing show rate directly impacts sales productivity and forecast accuracy.
Factors affecting show rate include: meeting urgency (how motivated is the prospect?), timing (how long between booking and meeting?), confirmation process (reminders sent?), and booking source (inbound vs. outbound). AI systems can impact show rate through intelligent follow-up, optimal scheduling timing, and confirmation automation.
Key Points About Show Rate
Percentage of scheduled meetings where prospects attend
Critical for sales productivity and forecasting
Affected by urgency, timing, and confirmation process
Low show rate wastes significant sales resources
Can be improved through process optimization
How to Use Show Rate in Your Business
Measure and Benchmark
Track show rate consistently: meetings held / meetings scheduled. Benchmark by meeting type (demo vs. discovery), lead source (inbound vs. outbound), and time between booking and meeting. Know your baseline to improve.
Implement Confirmation Sequences
Send reminders before meetings: 24 hours before, morning of, and optionally 1 hour before. Include calendar links, agenda, and easy reschedule options. Multiple confirmations significantly improve show rate.
Optimize Scheduling Timing
Longer time between booking and meeting typically means lower show rate—intent cools. Try to schedule within 1-3 days when possible. If longer delays are necessary, add more touchpoints to maintain engagement.
Create Meeting Value
Prospects who expect value from the meeting are more likely to attend. Send an agenda, promise specific insights, or share prep material that demonstrates meeting value. Don't make it feel like a generic sales pitch.
Real-World Examples
Confirmation Sequence Impact
Team A books meetings but sends no reminders—65% show rate. Team B sends 24-hour and same-day reminders with agenda—82% show rate. The confirmation process alone added 17 points to show rate.
Timing Analysis
Meetings booked for same week show 85% attendance. Meetings booked 2+ weeks out show 60% attendance. The team adjusts: push for sooner meetings when possible, add more touchpoints when delay is unavoidable.
AI-Managed Show Rate
AI handles meeting confirmation: automatic reminders, easy rescheduling options, engagement touches between booking and meeting. Show rate improves from 70% to 83% with AI-driven process versus ad-hoc human follow-up.
Best Practices
- Send multiple confirmation reminders before meetings
- Schedule meetings as soon as possible after interest
- Include agenda and value proposition in confirmations
- Make rescheduling easy (better than no-show)
- Track show rate by source to identify quality issues
- Maintain engagement between booking and meeting
Common Mistakes to Avoid
- No confirmation or reminder process
- Long delays between booking and meeting
- Generic meetings without clear value proposition
- Not tracking show rate at all
- Not making rescheduling easy
Frequently Asked Questions
What's a good show rate?
75-85% is typical for qualified meetings. Below 70% indicates process problems. Above 85% is excellent. Inbound typically shows higher than outbound. Track your specific context and work to improve continuously.
Why do prospects no-show?
Common reasons: priorities changed, they forgot, bought elsewhere, lost interest since booking, or meeting felt low-value. Confirmation sequences address forgetting; value communication addresses interest; shorter scheduling gaps address priority changes.
How many reminders should I send?
Typically 2-3: 24 hours before, morning of, and optionally 1 hour before for high-value meetings. Each reminder should add value (agenda, resources) not just nag. Test to find the right balance for your audience.
Should I count reschedules as shows?
Typically no—they didn't show for the scheduled meeting. However, track reschedule rate separately. A prospect who reschedules is better than a ghost—they're still engaged. Reschedule rate + show rate gives fuller picture.
How does AI improve show rate?
AI enables consistent confirmation sequences, optimal reminder timing, intelligent re-engagement, and easy rescheduling. Automation ensures no meeting slips through without proper follow-up, which human processes often miss.
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