After years of research, personal experience, and anecdotal evidence, you’ve discovered that the process of converting a cold call into a lead remains as mysterious as ever. Thousands of factors can make prospects more or less receptive to your message — and sorting through these variables can be exhausting.
Why waste valuable time delving into solutions that don’t actually pay off? The key to success lies in knowing which strategies actually produce results and which can be put on hold.
Sometimes, the simplest considerations deliver the best outcomes. This is definitely the case when it comes to timing, which can have a surprising influence on how cold call recipients respond and whether they’re likely to convert. The same script and delivery could produce completely different results depending on when calls occur. To that end, we’ve provided detailed insights into cold call response rates for various times and days of the week. Keep reading to discover the best time to cold call:
Which Days of the Week Are Best for Cold Calls?
It’s common knowledge throughout the industry that salespeople work hardest on Wednesdays and Thursdays. A growing body of research reveals that this habit can pay dividends.
Perhaps the best example: a 2017 CallHippo study involving over 13,750 call attempts that resulted in 1,350 conversions. While those who made sales calls on Monday produced just 90 conversions on their first attempt over the course of 24 weeks, this increased to a whopping 195 conversions on Wednesdays.
Similar results from a Salesmate study verify that representatives enjoy the best response rates when they make calls on Wednesdays and Thursdays. This particular survey involved nearly 12,500 calls made over the course of 12 weeks. Conducted by 245 sales reps, these calls led to 1,427 conversions.
These numbers may seem impressive at first glance, but they were unevenly distributed throughout the week. Calls made on Wednesdays resulted in 136 conversions on the first attempt. Monday’s stats were once again less impressive, but the real drop-off occurred on Fridays, when a mere 63 first-time calls managed to convert.
While a variety of factors may explain the struggles sales reps face on Mondays and Fridays, many of these likely involve the realities of the weekend. As the midpoint of the standard workweek, Wednesdays represent the perfect opportunity to build strong connections with prospects who aren’t necessarily occupied or tired.
On Mondays, contacts tend to feel rushed as they catch up after enjoying time off. They’re more likely to be occupied at any given moment, and, as such less inclined to chat.
Fridays often represent crunch time, when professionals may need to pick up the pace to ensure that they make key deadlines. After this, they can take a breather. By then, their combination of excitement for the weekend and exhaustion from a jam-packed week may make them less inclined to dive into discussions when receiving cold calls.
What Time of Day Yields the Most Conversions?
Wednesdays and Thursdays may deliver impressive sales numbers, but that doesn’t mean that representatives should kick back for the remainder of the week. While results aren’t quite as desirable on other days, these can be heavily influenced based on the time of day at which calls take place.
Call too early in the day or too late in the evening, and contacts are unlikely to be receptive to sales messages — or they may neglect to pick up at all.
Results from the aforementioned CallHippo study suggest that late afternoon and early evening calls are most effective. The second best results occur right before lunch. Wait too long, and conversions may plummet as prospects take their longest break of the day.
Early morning calls also tend to be less than impressive in terms of conversions, although they’re still better than evening calls. In the previously mentioned Salesmate study, conversions for first-time calls plummeted from 108 around 4 p.m. to a mere 12 after 5 p.m.. A matter of minutes can make a huge difference, so don’t wait too long to get in touch.
How Often to Call Before Giving Up
While the statistics surrounding Monday and Friday calls may seem disheartening, there’s no reason to give up on these days. Initiating contact on Mondays, in particular, can pay off — it just might be more difficult to get a response during the first call.
In such situations, persistence yields results, as verified by data from CallHippo and Salesmate. In both studies, second calls saw, on average, fewer conversions. In Salesmate’s survey, however, many sales reps saw their fortunes change after just one additional call.
In the CallHippo study, reps needed to be more persistent. Those who continued to call back saw a surprising uptick in results after reaching out for the fifth time.
How Long to Wait Between Calls
The wisdom of persistence is clear, but some sales reps worry about calling too often within a brief period of time. They fear that prospects inundated with calls may not respond at all.
An InsideSales.com survey offers detailed insight into this common concern. While the study emphasizes high-priority inbound prospects, it reveals that success rates tend to be higher when follow-up calls occur quickly.
Timing may be important, but the interactions that take place upon connecting with leads remain crucial regardless of when calls occur. Reps who follow the principles of social selling are more likely to build the strong connections needed to produce conversions in today’s competitive market.
A Gong.io analysis of over 100,000 outbound calls reveals how the quality of any given call can influence results. Cold calling tips gleaned from this data often involve timing. For example, simply inquiring about whether a particular call occurred at a bad time reduces the likelihood of booking meetings by 40 percent. This study also reveals that longer calls packed with useful information (often in the form of short monologues) produce the highest success rates.
If the statistics detailed above make anything clear, it’s the importance of planning ahead and using tech solutions to ensure that the right calls are made at the right times. This simple adjustment can make a huge difference in conversion rates, even if the other details of your cold calling strategy remain unchanged. That being said, it’s still worth your while to clean up sales scripts and train reps to make the most of every minute they get with prospects.
If you’re ready to optimize your sales process, look to Sharetivity for assistance. Our social selling automation tool takes the guesswork out of cold calling so you can focus on wowing leads and making conversions.