What is the best time of the day to cold call? As sales professionals, haven’t we all asked or been asked that question?
Turns out that Dr James Oldroyd with the Kellogg School of Management asked that question too. In 2007, he surveyed 495 companies across 40 different industries in an attempt to determine the optimum time to cold call. The results are quite interesting.
When Should You Cold Call?
- The worst time to call is between 1 pm and 2 pm
- The best time to call is between 8 am and 9 am
- The second-best time to call is between 4 pm and 5 pm
- The very best day to cold call is Thursday
- The very worst day to cold call is Friday
I find this last point particularly interesting as Fridays were always one of my best days to work the phones. Maybe that’s because I was one of the very few sales reps working on a Friday afternoon, or maybe I was just in the right frame of mind to be cold calling on that day. I am not sure which.
So how as a sales coach do I answer this question? Simple. The best time of day to cold call is the time you believe you will be the most successful, when you feel you are at your best. In other words, if you believe you can be effective, you will be.
The bottom line is there may not be one best time to cold call for everyone, but there probably is a best time for you. If you really want to know when and when not to prospect, track your results. And when in doubt, don’t over analyze, just pick up the phone and dial!
Remember as Nike once said, “Just do it!”