- Most clients stay away because they forgot. They are not trying to let you down.
- Count for one month how many appointments fall through. Then you know what you are fixing.
- A reminder, a deposit, clear terms and easy rescheduling catch most of it together.
- A waiting list fills the hours that still open up.
- Bookable does all of this automatically, from €29 a month when billed yearly.
In this article
- Why clients don't turn up
- Measure how many no shows you really have
- A reminder your clients actually read
- A deposit when booking
- Cancellation terms everyone understands
- Make rescheduling easier than staying away
- What to do about a client who doesn't show up
- Reducing no shows by trade
- How Bookable does this
- Frequently asked questions
Why clients don't turn up
Hardly anyone stays away to annoy you. Behind a no show there is usually an ordinary reason. Once you know it, you know where to step in.
They forgot
An appointment made three weeks ago is no longer in your client's head. Especially if a holiday, a busy week or a house move came in between. This is the most common reason and the easiest to fix.
Something came up
A sick child, a meeting that overruns, a car that won't start. Your client wants to let you know, but that means phoning during your opening hours or sending a message you only answer hours later. So they do nothing.
Cancelling feels awkward
Some people don't dare to cancel. They feel embarrassed and hope it will work out. Staying away seems easier than saying it.
Nothing was at stake
An appointment that costs nothing and asks nothing is easy to let go. Someone who has paid upfront thinks twice.
The details got lost
What time, which address, which treatment, with whom? If it isn't written down anywhere, your client doubts and puts it off.
Every reason has its own fix. That is why one trick never works, and a set of measures that support each other does. What it costs you if you do nothing, you can read in what a no show costs you.
Measure how many no shows you really have
You improve what you measure. For one month, keep track of how many appointments fall through. It takes a minute a week.
For every missed appointment, note a few details. After a month a pattern appears. Perhaps most no shows fall on Monday mornings. Perhaps they are mostly new clients, or appointments booked a long time ahead.
| What you note | Why it helps |
|---|---|
| Date and time | You see whether certain slots fall through more often |
| Treatment | Some treatments are forgotten or cancelled more often |
| New or returning client | You know who a deposit helps with most |
| Days between booking and appointment | The longer the wait, the bigger the chance it gets forgotten |
| The reason, if you know it | The reason decides the fix |
Then divide the number of no shows by the number of appointments in the same month. You now have one figure to compare against. After every change you can see whether it gets better.
A reminder your clients actually read
A reminder is the cheapest measure and it tackles the biggest cause: forgetting.
Send it at the right moment
The day before works for most businesses. Your client can still plan and the appointment is still fresh. If the appointment was booked far ahead, a first message a week before helps as well.
Pick a channel your client opens
For many people that is WhatsApp. Email is a good second. A text message reaches anyone who reads neither.
Put everything in
The time, the day, the address, the treatment and what your client needs to bring. Add how to reschedule. A reminder that gives your client no way out when they can't come leads to a no show.
For sample texts, timing and what is fine on privacy, see how to send an appointment reminder.
A deposit when booking
People who have paid turn up or let you know. A deposit gives the appointment weight. Your client knows you are keeping an hour free for them, and you know they mean it.
It doesn't have to be large. An amount your client feels without it putting them off does the job.
| Type of appointment | Example | Deposit that fits |
|---|---|---|
| Short, up to half an hour | Check, beard trim | None, or a small fixed amount |
| One hour | Physiotherapy, gel polish, a haircut | A fixed amount, for example €10 |
| Long or expensive | Colouring, a full set, a long massage | A percentage of the price |
| Overnight stay | B&B room | A percentage, or everything upfront |
The deposit is deducted from the price, so your client pays nothing extra. How to ask for it without feeling awkward is in asking your clients for a deposit.
Without a booking system it works too. You send a payment link or ask for a bank transfer, and you only confirm the appointment once it arrives. It works, but you follow up every payment yourself.
Cancellation terms everyone understands
Clear terms prevent arguments. Your client knows beforehand until when they can cancel for free and what happens if they don't. Keep them short and show them where your client books. An example you can copy:
You can cancel or reschedule free of charge up to 24 hours before your appointment. If you cancel later or don't show up, we keep the deposit. If you are more than 15 minutes late, we may not be able to complete your full treatment.
Choose the notice period that suits your work. For a quick trim a short period is enough. For a long treatment, a private lesson or a B&B room, ask for more notice so that you can still fill the slot or the room.
This belongs in your terms:
- The notice period in which your client can cancel or reschedule for free
- What happens to the deposit with a late cancellation or no show
- What happens if your client arrives late
- How your client can reschedule
Unsure what you may include? Have your terms checked by a lawyer. A full sample text is in the help centre.
Make rescheduling easier than staying away
Many clients who don't turn up would rather reschedule. They just don't know how, or it takes too much effort.
Put in every reminder how your client can reschedule. A phone number is a start. A link where they pick a new time themselves is better, because that works at eleven at night too. A rescheduled appointment is a kept appointment: your revenue stays and your client feels looked after.
Fill freed hours with a waiting list
If an appointment still drops out, you want to sell that hour. Keep a list of clients who would gladly come earlier. Send a short message as soon as a slot opens up:
Hi Sara, a slot has opened up tomorrow at 2 pm for gel polish. Do you want it? Let me know quickly, first to reply gets it.
Without a system that is a list on your phone and a message per person. It works as long as the list stays small.
What to do about a client who doesn't show up
It still happens, even when you do everything right. How you react decides whether that client comes back.
Send a short message the same day
No blame. Your client gets the chance to say what happened and to book again.
Hi Jan, we expected you today at 10 am. I hope everything is fine. If you like, you can pick a new time using the link below.
Apply your terms calmly
If the deposit is in your terms, you keep it. Don't turn it into a discussion. For a first absence with a good reason you can make an exception. Do it on purpose, not by accident.
Watch for repeats
If the same client keeps staying away, you can ask them to pay upfront for the next appointment. Say it kindly and clearly, and explain why.
Keep it human
A no show is rarely an attack on you. A short message, a clear rule and a fresh chance keep the relationship healthy. Whoever handles this well keeps most of their clients.
Reducing no shows by trade
Every trade has its own weak spot. This is what works best:
| Trade | What to watch | What works best |
|---|---|---|
| Physio or osteopath | Series of appointments, where one easily drops out | Reminder, and booking the next appointment on the spot |
| Nail salon | Long sets cancelled late | Deposit and a clear notice period |
| Hairdresser or barber | Booked on impulse, quickly forgotten | Reminder the day before |
| Massage or wellness | Long appointments that get lost in a busy week | Deposit and reminder |
| B&B or holiday home | A room left empty for a night after a cancellation | Deposit or full payment upfront, and clear terms |
| Personal trainer or coach | Sessions early in the morning or late in the evening | Reminder and a short notice period to reschedule |
Looking for a system that fits your trade? See the pages for physiotherapists, nail salons, hairdressers, massage practices, B&Bs and personal trainers.
How Bookable does this
Everything above can be done with pen and paper. It just costs time every week, and on a busy day it slips. Bookable takes it over.
Reminders that go out on their own
By default every client gets a reminder the day before by WhatsApp and email, with the time, the treatment and your address. If the treatment description says what your client should bring, that appears in the reminder too. It is included in your subscription, with no cost per message. See reminders in the help centre.
A deposit when booking
You choose a deposit per treatment: a fixed amount, a percentage or everything upfront. Your client pays with Bancontact or iDEAL through Mollie, and the money goes straight to you. Mollie charges a fee per payment, which is €0.39 with Bancontact. Here is how to set it up: asking for a deposit per service.
Rescheduling and a waiting list with Praktijk
With Praktijk, clients reschedule themselves within the rules you set. When a slot is full, a client can join the waiting list. Praktijk costs from €49 a month when billed yearly, from €58 billed monthly.
Holidays and closing days
You enter your holidays and closing days once. Nobody can book on those days, so you never have to cancel appointments that should not have existed. See opening hours and holidays.
Bookable Start costs from €29 a month when billed yearly and from €34 billed monthly. You try it free for 14 days, without a card. All prices are on the pricing page.
- No card needed
- No commission
- Cancel monthly or yearly
Frequently asked questions
What is a no show?
A client who has an appointment but doesn't turn up and doesn't let you know either. You kept that time free, and usually you can no longer fill it.
How many no shows are normal?
That varies a lot by trade and by business. Keep track yourself for a month. Then you know where you stand, and you can see whether the changes you make actually work.
What is the best way to reduce no shows?
The measures work best together. The reminder tackles forgetting, the deposit gives the appointment weight and easy rescheduling catches the people who can't make it.
Can I keep the deposit if a client doesn't show up?
If it is in your cancellation terms beforehand and your client sees them when booking, you keep the deposit under those terms. If you are unsure about the wording, have it checked by a lawyer.
Do I have to ask every client for a deposit?
No. With Bookable you choose per treatment whether a deposit is needed. Start with long treatments and the ones people often skip.
Can I reduce no shows without a booking system?
Yes. Send a reminder yourself, put your terms on your website and ask for a payment link or bank transfer upfront. It costs time every week, and a system takes that work over.
Founder of Bookable. Questions about this article or about your own business? Send a message whenever you like. A real person replies, within 24 hours.