Jeb Blount offers advice on finding the right time to make prospecting calls.
We received this question from a listener named Jay from Houston who asks, “Jeb is it better to contact a prospect during the morning than the end of business day? Do you think they will be more likely to be chipper and more receptive to my call in the morning?”
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Is there a best time to make prospecting calls? This is one of the most common questions I get relative to telephone prospecting. I get this question from salespeople across all industries and all experience levels. There are several reasons salespeople ask this question:
A) They are truly interested in timing their calls.
B) They are frustrated and just venting in which case my answer falls on deaf ears.
C) They are seeking validation for not making their prospecting calls and the question is being used as a cop-out. In this case they do not like my answer.
A great analogy for timing your calls is investing. The investor who attempts to time the market has historically failed to beat the investor who uses a dollar-cost-averaging strategy which is essentially making incremental investments on a regular schedule over time. Of course professional traders who use sophisticated and complex software to discover and exploit trends do have an edge, but these folks are a small minority.
If you think about prospecting in the same vein, salespeople who prospect daily on a regular schedule are always more successful over time than those who make the attempt to time their prospects. Like investing, statistics are always in the favor of the sales pro who does a little bit of prospecting every day.
There are of course some industry norms that must be taken into consideration. For instance, if you call on industrial or manufacturing buyers you will find them in the office much earlier in the morning than buyers in the banking and financial services industries. With that in mind it is reasonable that you time your calls so that the people you are calling are actually in the office.