Most salespeople are eager to know the best time to cold call their prospects. It’s an enticing idea: Rather than waiting for a compelling event, researching the buyer, and crafting a personalized message, the rep simply needs to know the best day and time of day to make the call. Unfortunately for legacy salespeople, this approach doesn’t work anymore. An oft-cited study from the Keller Research Center at Baylor University shows only 1% of cold calls ultimately generate appointments.The takeaway is, the “best time to make cold calls” doesn’t exist. But it’s a different story for warm calls. If you’ve done your homework and identified a potentially good fit, knowing when to pick up the phone can mean the difference between getting the prospect’s voicemail — and getting a meeting.
Here are my five suggestions for when to call buyers in 2018.
1. The Best Day for Sales Calls