No-show
A customer who agreed to an appointment and did not show up, and did not cancel beforehand.
Use this definition in team training or when clarifying a sales note.
Definition
A no-show is a set appointment that produced no meeting. Most no-shows originate at the moment the appointment was made: a time window instead of a specific time, no named person expecting them, and no reason to meet that mattered to that customer.
No-shows should not be reclassified as cancellations. Cancellations look better in a report and remove the information a manager needs.
Why it matters
A no-show is an unsold customer with a known interest, not a dead lead. The twenty minutes after a missed time are one of the better contact windows a team gets, because the customer often feels a small obligation and will answer.