Don’t Let ‘no shows’ Hit Your Sales

It’s great to see so many businesses reopening and customer demand being so high. After many months of not being able to eat in restaurant, get a hair cut or visit the dentist it’s wonderful that consumers are getting out and about..

As you know I work across a number of businesses that operate on an appointment basis. So looking ahead at how full booking diaries are, how quickly they fill and what are the spots that don’t fill is something that I am passionate about. After all it’s an indicator of future income!

This analysis has a number of benefits

1. You can ensure that your peak times are filled first

2. You can plan to have the correct number of staff. Depending on the type of business you run, you may even know what the customer will want and so can also ensure you have sufficient supplies

3. You can be proactive to fill any diary gaps

So far, so good. But customers can fail to turn up for appointments.

Research shows that around 13 million GP appointments and 6 million practice nurse appointments are missed each year.

You might think it’s just something like doctor appointments that people miss. But ‘no shows’ also impact the hairdressing industry.

An article in Big Hospitality suggests that between 10 – 15% of guests fail to show up for restaurants bookings.

So what can you do to ensure your customers turn up on time for their booking?

1. When the booking is made take full contact details. By that I mean email address and telephone number

2. Also consider taking a deposit. This has become more common since businesses open post lockdown. The customer gets the money back when they attend.

3. Consider sending an email reminder when the booking it made

4. But also send a reminder email and/or an SMS 48 hours ahead of the booking

5. But don’t stop there. Also ring them on the day

6. If the customer says that they can’t make it then have a waiting list that you can use to fill the appointment

Implement the above on a regular basis so that your customers get used to how you operate and start to abide by your ways of working.