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The time of day a cold call is made has a significant impact on the likelihood of getting a response, which makes choosing the right time slots just as important as the content of the script itself.
Why Some Time Slots Work Better Than Others
B2B decision-makers generally structure their day around predictable rhythms, with certain times when they are more likely to be available by phone and others devoted to meetings or tasks requiring undivided attention. Understanding these rhythms allows you to schedule calls for times when the probability of them picking up is objectively the highest.
Early morning—a time slot that is often underutilized
The early hours of the day, before the schedule fills up with meetings, are generally a good time to reach a decision-maker who is still available. Many salespeople avoid this time slot out of habit, even though it often has a higher answer rate than other times of the day.
Late afternoon: a second peak in availability
At the end of the day, once the main meetings are over, many decision-makers become more available for a brief phone conversation before wrapping up their workday. This time slot often represents a second peak that’s worth taking advantage of, in addition to the early morning.
Avoid structurally unfavorable market conditions
The start and end of the lunch break, as well as the beginning and end of the week in certain sectors, generally have lower answer rates. Focusing efforts on these structurally less favorable time slots unnecessarily dilutes sales energy during times that are not particularly conducive to sales.
Tailor the time slots based on the target's industry
The timing varies by industry. A prospect in the retail sector will have different hours than one in the financial services sector, which means that the optimal time slots must be adjusted based on the target industry rather than applying a one-size-fits-all schedule to all outreach efforts.
Testing and Measuring Your Own Optimal Time Slots
Beyond general trends, each sales team would benefit from accurately measuring its own answer rates for each time slot tested, since specific characteristics of the particular target audience being contacted can cause these results to differ from the trends generally observed in the market.
Key Takeaways
The choice of time slot directly affects the effectiveness of a cold-calling campaign. Concentrating calls during the statistically most favorable times—while tailoring them to your specific target audience—can increase the answer rate without changing anything about the content of the call itself.
