Cold calling is a sales technique that has stood the test of time, but it remains one of the most challenging and misunderstood methods in a sales professional’s toolkit. However, with the right strategy and timing, cold calling can still be one of the most effective ways to generate leads and build meaningful business relationships.
Even the best-crafted cold-calling scripts won’t land the sale if the timing is off. So, when is the best time to cold call, and what factors should you consider before picking up the phone?
The Best Day to Make Cold Calls
When it comes to cold calling, timing is more than just choosing the right time of day; it’s also about selecting the best day of the week. According to data from multiple studies, Tuesdays, Wednesdays, and Thursdays are the most productive days for cold calling. These days offer the perfect balance of activity and availability for your prospects.
Why Not Mondays?
On Mondays, professionals often focus on planning their week and catching up on emails and tasks that accumulated over the weekend. They may also have team meetings, which makes them less likely to take a cold call. As a result, cold calling on Mondays can lead to lower connection rates and more frustrated prospects.
Why Not Fridays?
Fridays, on the other hand, are often viewed as “wind-down” days. Many prospects may be wrapping up their workweek, preparing for the weekend, or even leaving the office early. This makes them less receptive to cold calls and more inclined to push off your conversation to the following week.
The Mid-Week Sweet Spot Focusing your cold-calling efforts on Tuesdays, Wednesdays, and Thursdays takes advantage of the time when prospects have settled into their work routine but haven’t yet started counting down the hours until the weekend. During these days, professionals are often in a better mindset to engage in a meaningful conversation, making them more open to hearing your pitch.
The Best Time of Day to Make Cold Calls
Not only does the day of the week matter but the specific time of day plays a critical role in determining whether your cold call will be answered or ignored. The general consensus, based on years of industry research, suggests that the best time of day to cold call is mid-morning, between 9:00 AM and 11:00 AM.
Why is this? Most people have arrived at work, had their coffee, and have begun their daily tasks. They haven’t yet been bogged down by meetings or tasks that accumulate throughout the day. Calling during this window increases your chances of catching prospects while they are in a more focused and open state of mind.
Additionally, early afternoon between 2:00 PM and 4:00 PM is another prime window for cold calling. By this time, many people have finished their lunch break and are back into their workflow. They may be in the right frame of mind to take a break from their tasks and consider a new opportunity.
Avoiding the Dreaded Lunchtime Lag
It’s important to avoid making cold calls during the traditional lunch hour (12:00 PM – 1:00 PM). Many people use this time to step away from their desks, eat, or mentally reset for the second half of the day. Cold calling during this period can feel intrusive and result in your call going unanswered.
The Power of Time Zones
When working with clients or prospects across different regions, it’s essential to take time zones into account. A call made at 9:00 AM in your time zone could land at 6:00 AM for a prospect on the West Coast, which is hardly the best time to cold call. Use tools to help you track time zones and ensure you’re calling at an appropriate time for your prospect’s location.
Example in Practice: Imagine you are a sales representative for a software company targeting enterprise clients. If you cold call John, the CIO of a large company, at 10:00 AM, you catch him before his daily meetings, making it a prime time to engage him in a conversation. However, if you call at 3:30 PM, just before his final meeting of the day, he might be more willing to chat briefly and schedule a follow-up call.
The Worst Time of Day to Cold Call
Just as there are optimal times to make cold calls, there are times you should avoid at all costs. These times usually coincide with moments when your prospect is likely to be least receptive to interruptions. According to studies, the worst times to cold call are before 8:00 AM and after 5:00 PM.
Early Mornings (Before 8:00 AM)
Unless you are targeting someone who works an early shift, most professionals are not in a place where they want to take business calls before 8:00 AM. They are likely commuting, preparing for the day, or simply not ready to engage in a business conversation.
Late Afternoons (After 5:00 PM)
Similarly, after 5:00 PM, most people are wrapping up their day and mentally transitioning out of work mode. Calling during this time often leads to rushed conversations or, worse, immediate rejection because the prospect is more focused on ending their day than engaging with a salesperson.
In some industries, the timing might be more flexible, but in general, it’s best to avoid these early and late periods unless you have specific knowledge of the prospect’s schedule.
Example in Practice: Calling Mary, the manager of a small marketing agency, at 7:30 AM is likely to get you sent straight to voicemail. By the same token, calling her at 5:30 PM may result in a similar outcome, as she’s likely wrapping up her day and may not want to engage in business-related matters after hours.
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Cold Calling Strategies to Keep in Mind
Knowing the best and worst times to cold call is just one piece of the puzzle. The strategies you employ during your calls are equally important in determining whether your cold calling efforts succeed.
Be Mindful of Response Times
Response times are critical in the world of sales, especially in cold calling. If you manage to engage a prospect during your cold call, the follow-up needs to be swift. Studies show that the faster you respond to a lead after an initial conversation, the more likely you are to secure further engagement.
To maximize your chances of success, follow up within 24-48 hours after your initial conversation. Delaying your response can make the prospect lose interest or forget the conversation altogether.
Be Professionally Persistent
Persistence is one of the key traits of successful cold callers, but it’s important to be tactful. Being professionally persistent means following up consistently, while also respecting the prospect’s time and boundaries. For instance, if a prospect asks you to call back at a specific time, make sure you do so. This shows reliability and builds trust.
At the same time, persistence should be balanced. If a prospect declines further engagement after multiple follow-ups, it’s important to respect their decision. No one likes being badgered, and over-persistence can damage your reputation and future opportunities.
Leverage Tools and Technology
Modern technology can significantly ease cold calling. CRM (Customer Relationship Management) software is invaluable for tracking leads, taking notes on conversations, and managing follow-ups. With a robust CRM system, you can document every touchpoint with a prospect, allowing you to personalize your outreach and maintain consistency across interactions.
For example, after cold calling Bob, a small business owner, and learning about his specific pain points, you can log these details in your CRM. The next time you call Bob, you can reference this information, demonstrating that you remember the details of your previous conversation and showing him that you’re genuinely invested in solving his problems.
In addition, tools that automate dialing, prioritize leads, and track time zones can help you maximize your productivity while ensuring you reach out at the most opportune moments.
Develop a Clear Script, But Stay Flexible
Having a well-developed cold-calling script is essential for ensuring that your messaging is consistent and effective. However, don’t be too rigid in sticking to the script. Be prepared to adapt based on the conversation and the prospect’s responses. Listening to the prospect and responding accordingly is just as important as delivering your pitch.
Not sure where to start with your cold calling script? Creating the perfect outline for your cold-calling efforts can be difficult, but with a script outline, you can fill in the blanks with your unique information. Take a look at Abstrakt’s cold calling script download and set your business up for success.
Regulations to Keep in Mind When Cold Calling
While cold calling is a powerful sales tool, it is essential to remain aware of the legal restrictions governing its use. In the United States, cold calling is regulated by laws like the Telephone Consumer Protection Act (TCPA) and the Do Not Call (DNC) Registry.
The TCPA and Time Restrictions
The TCPA was designed to protect consumers from unwanted telemarketing calls and places specific restrictions on the times of day that businesses can make cold calls. According to the TCPA, cold calls to residential phone lines cannot be made before 8:00 AM or after 9:00 PM. Violating these rules can result in significant fines, so it’s crucial to be aware of these time limits.
The Do Not Call (DNC) Registry
The National Do Not Call Registry allows consumers to opt out of receiving telemarketing calls. As a business, you must ensure that you are not calling any numbers on this list. Failure to comply with DNC regulations can result in penalties and damage to your company’s reputation.
If your business operates internationally, you should research and comply with the telemarketing regulations specific to each country, as these laws can vary widely.
Key Takeaways
When it comes to cold calling, timing is everything. Understanding the best times to cold call can dramatically increase your chances of success, leading to more productive conversations and, ultimately, more closed deals. By focusing on mid-week days like Tuesday through Thursday, and calling during peak times such as mid-morning and early afternoon, you set yourself up for greater success.
However, it’s not just about when you call—how you call matters too. Success also comes from being professionally persistent and following up quickly after your initial outreach. Using CRM tools to keep track of conversations and personalize your follow-ups can significantly improve your cold-calling results.
Having a trusted partner to handle these tasks can make a huge impact. That’s where Abstrakt comes in. With a proven track record in cold calling and lead generation, Abstrakt’s expert team takes the guesswork out of the process, helping you reach your prospects the right way. By leveraging their experience, tools, and data-driven approach, you can trust that your cold calling campaigns are not only effective but also consistently generating high-quality leads. Let Abstrakt take your lead generation to the next level, and contact us today.
