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Glossary

Demo No-Show Rate

Demo no-show rate measures how many booked demos the prospect does not attend. Divide the demos missed by the demos booked in the same period, and multiply by 100.

Demo no-show rate: the percentage of scheduled product demos where the prospect does not join and did not cancel or reschedule in advance.

Teams differ on whether a late cancellation counts as a no-show. Decide once and keep the rule, or your trend will move for reasons that have nothing to do with buyers.

Typical rates

Across 2,900 of its own booked sales meetings, Reply.io saw 13.3% no-shows overall: 6.9% for meetings booked for the same day and 23% for meetings eight or more days out. (Reply.io, August 2023) That is one company's data, from a team that uses scheduling tools and reminders, so treat it as a reference point rather than a benchmark.

Why prospects do not show

The wait matters most: the further out the meeting, the more people miss it, as the Reply.io figures show. Interest fades, priorities change and the calendar invite gets buried. Meetings the prospect did not choose, such as a time an SDR picked for them, and reminders that do not say what the call will cover add to it.

How to reduce it

  • Shorten the wait. Offer times within a day or two, including same-day slots.
  • Let the prospect pick the time at the moment they ask for the demo.
  • Send reminders that say what the demo will cover for this prospect, with a one-click join link.
  • Remove the wait for the first demo. An AI demo agent runs it when the visitor asks, so there is no scheduled first demo to miss.

The full playbook is in how to reduce demo no-shows.

FAQ

What is a good demo no-show rate? Reply.io's data puts the overall rate at about 13% for a team that uses scheduling tools and reminders, with same-day meetings far lower than meetings a week or more out. Compare your rate with your own trend first. A falling rate matters more than any benchmark.

How do you calculate demo no-show rate? Divide the demos the prospect did not attend by the demos booked in the same period, and multiply by 100. Decide once whether a late cancellation counts as a no-show, and keep that rule.

Do reminders reduce no-shows? They help most when they give the prospect a reason to attend: what the demo will cover for them, and an easy way to join or reschedule. The larger lever is shortening the time between the request and the demo.

Related terms
Speed to LeadSpeed to lead, also called lead response time, is the time between a prospect getting in touch, for example by submitting a demo request, and the first response from your team.Demo Request FormA demo request form is the website form a prospect fills in to ask for a product demo, usually collecting contact details and a few qualifying answers before sales follows up to schedule it.Discovery CallAn initial sales conversation focused on understanding a prospect's pain points, goals, and buying context before presenting a solution.Demo-to-Close RateThe percentage of product demonstrations that result in a closed deal, measuring how effectively demos convert prospects into customers.Sales EngineerA technical sales professional who demonstrates product capabilities and aligns solutions to prospect requirements during the sales process.
Read next
How to reduce demo no-shows →Demo form conversion rates →Instant product demos →
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