Sales Metrics
Understanding the indicators that measure the performance of your sales process, from booking an appointment to closing the deal.
Overview
| KPI | What It Measures | Target |
|---|---|---|
| Bookings | Appointments created/booked | Maximize |
| Meetings | Appointments scheduled for the period | Maximize |
| Show Rate | % of prospects who showed up | > 75% |
| No-show Rate | % of prospects who didn't show | < 25% |
| Close Rate | % of attendees who bought | Industry-dependent |
| Unique Buyers | Distinct clients | Maximize |
Bookings vs Meetings
These two metrics count appointments, but from a different angle.
Bookings
The number of appointments created or booked during the period. We look at the date when the prospect made the reservation.
Meetings
The number of appointments scheduled to take place during the period. We look at the date of the appointment itself.
Why the Distinction?
A prospect who books on January 15 for an appointment on January 25 generates:
- 1 booking in the January 15 period
- 1 meeting in the January 25 period
This distinction is important because bookings measure how effectively your ads are generating interest now, while meetings measure the volume of appointments that will actually take place.
Show Rate
The percentage of prospects who showed up for their appointment. A high show rate indicates your prospects are engaged and your confirmation process works well.
Example: 40 meetings scheduled, 32 prospects showed up = show rate of 80%
No-show Rate
The percentage of prospects who didn't attend their appointment. It's the inverse of the show rate.
Example: 40 meetings scheduled, 8 no-shows = no-show rate of 20%
Alert Threshold
The system displays an orange alert when the no-show rate exceeds 25%. Beyond this threshold, you're losing a quarter of your opportunities, which directly impacts your acquisition costs.
Strategies to Reduce No-shows
- Send an SMS reminder the day before and the morning of the appointment
- Confirm the appointment by email with connection details
- Offer shorter time slots (less intimidating for the prospect)
- Book as soon as possible after initial interest (less time = less chance of canceling)
Close Rate
The percentage of attended appointments (shows) that resulted in a sale. It measures how effective your sales team is once the prospect is in front of them.
Example: 32 attendees, 9 sales = close rate of 28%
INFO
Close rate is calculated on attendees only, not total meetings. A prospect who doesn't show up never had the chance to be converted: including them would skew the sales performance measurement.
Unique Buyers
The number of distinct clients who made a purchase during the period. The same client buying two different products counts as one unique buyer.
Example: 12 sales made to 10 different people = 10 unique buyers
This metric is useful for distinguishing real growth (new clients) from repeat purchases.
Complete Example
| Stage | Quantity | Rate |
|---|---|---|
| Scheduled Meetings | 50 | |
| Attended | 38 | Show rate: 76% |
| No-shows | 12 | No-show rate: 24% |
| Sales | 11 | Close rate: 29% |
| Unique Buyers | 10 |
Reading: out of 50 appointments, 38 prospects showed up (76%). Of those 38, 11 bought (close rate of 29%). One client purchased two products, so 10 unique buyers for 11 sales.
No-show Heatmap
The dashboard includes a heatmap that analyzes no-shows by day of the week and time of day. Darker cells indicate time slots where absences are more frequent.
How to Use It
- Identify problematic time slots: if Tuesday at 9am is consistently red, your prospects aren't showing up at that time.
- Adjust your calendar: concentrate appointments in time slots with the best show rates.
- Adapt your reminders: strengthen reminders for historically weak time slots.
TIP
The heatmap is more reliable after several weeks of data. With few appointments, a single no-show can color a time slot red without it being statistically significant.