Your No Show Problem Is Good News

A customer recently dropped out of our fractional sales management program, and their SDR was setting about ten appointments a month, and only about two of them were showing up. I'll be the first to acknowledge like that's that's not an acceptable show rate. But they quit over a problem. That was actually good news.

The real takeaway here, spoiler alert, is that progress is sometimes the actual result that you want. Now, let me give you some context. This group came to us. They were about nine, ten months ago. They have no SDR, no BDR, no one in the team, no workflows, no outbound prospecting to speak of at all. And we helped them recruit the rep.

We helped them get trained up because they didn't know anything about MSPs. We helped them write the script. We helped them get calling. I mean, all of this, and they went from zero appointments a month to ten appointments a month, all all coming from outbound. That created a new problem, which was not many people were showing up.

Right. You get two people out of ten showing up. That's not the obvious result that you want sent the intended result, but it is part of the process of building an outbound engine, because building an outbound engine means you're solving one problem which creates another, which creates another, and you solve that, and you solve that, and you work through the whole system.

And once you've worked through a core set of problems. You've effectively systematized your outbound like variable by variable by variable. Because sales is just one big system. It's a it's a series of interconnected parts and variables that work together to create this output. And if you're not getting the output that you want, then you got to go back to the inputs and the variables and make the tweaks.

When you don't have outbound at all, you're starting at the very front of that system, like so. You need the rep. So you get a rep. Now they need training so you get them trained. Now they need to get calling. So you get them calling and they're calling sucks at first. So then you coach that. So then you work through all these things.

You start setting appointments and then they don't show. So now you look at the booking funnel and the recall sequence, or you evaluate the calls to figure out why people aren't showing up. And you solve that. And let me predict what happens after that one gets solved. Like they'd find out that, you know, some number of those appointments weren't qualified.

So you go back to the data source and you solve that, then people show up and they're qualified, but they're not converting. So you fix your discovery process. Then more proposals go out and the closed rate sucks. So you go fix that and you keep working through it variable by variable, piece by piece, until you've got the streamlined process and the throughput that you want.

Now quick setup if you if you like things like this broken down I actually have this every week in my email. You can sign up at Ray's email.com. Now here's where people go wrong. We confuse progress with the actual result. We start thinking that we should already have the end result, and we fail to recognize that the progress that we've made throughout the process is actually what we want.

And more often than not, we quit. We change directions before we actually experience the real result, because we don't recognize that progress is the result. It's the things that you do have to do along the way to get the output that you really want at the end of the day, and it can be frustrating as hell. Believe me, I get it when it happens.

Like in my own business, I get frustrated, but when I see it in somebody else's business, as clear as day, you're going through the process. You are making progress. That is good news. And in this case, the fact that show rate sucked was good news. Why? Because it meant we'd already solved several of the problems before it, and we were in like we were on the the next problem, which gets us to pipeline and the patient consistent long game.

Players win in business and they win more than people who are short sighted and end up pivoting all the time because they get impatient. And I'm not saying any of this to get a customer back. I'm saying it because it's a pattern. If you keep pulling the plug before you get the result you want because you think you're supposed to be way ahead of where you are.

You actually never really get the end result that you actually want. So for me, it's easier to say, like, I get it. It's tough to read the label from inside the jar, as they say, but for me to see it in other businesses and say this is part of the process. Like, remember where you were here, you didn't have this, you didn't have this, you didn't have this, you didn't have this.

Now we're just solving this problem. Then we're going to solve that problem. Then we can solve that problem. And you move through and you're potentially a few moves away from the very thing that you want, which is consistently closing deals from outbound, like you've you've gotten halfway through the process.

In fact, some of the hardest parts have been have been solved. And don't quit before right before you actually succeed and get the result you want. Hope it helps. Audios.