Cold calling has been a hot button issue for years. I’ve been in sales for over a decade, and ever since I can remember, folks have argued that it’s ineffective, a time-waster, etc. Some have gone as far as to declare it “dead.”
The truth is, any method of outreach is futile without the right messaging and preparation. When you’re targeting the right customers, providing a solution for their challenges, and have a convincing and tailored message, you can garner real results with cold calling.
But let’s not waste all that effort. A big consideration is when you make the call. Without the ability to get through to your audience, all the prep in the world won’t make a difference.
Our data team at ZoomInfo analyzed more than 1.4 million sales calls over a six-month stretch to identify the best time to reach out to your cold prospects
We looked at call connect rates, demo volume from cold calls, call-to-demo conversion rates, and the ratio of positive to negative calls based on the assessment of sales reps. With this information, we were able to determine the best times to make the bulk of your cold calls.
The Best Day of the Week to Cold Call
What did we find? Tuesday is the best day for cold calling.
Tuesday saw the highest call connect rates at 7.49%. That’s the number of calls answered divided by the total number of calls made. It had the second-highest number of calls with 21.55% of the total volume, behind Wednesday’s 21.88%. Tuesday also saw the most demos generated, and tied with Monday for the highest positive call rate (4.8%).
Wednesday is a close second to Tuesday, but we start to see a slight drop in connection rate (7.23%) and positive call sentiment (4.58%). Still, the two days combined account for 44% of all demos in our sample. They should absolutely be your top call days.
We also took a close look at calling data for specific industries, including technology, finance, insurance, manufacturing, and travel and hospitality. When broken down by industry, these numbers do differ a bit.
Finance, for example, shows Thursday has the highest connect rate out of any other day, while the insurance industry has markedly higher rates on Wednesday. In the graph below, you can see how each industry’s connect rates vary across the week.
Overall, Tuesdays and Wednesdays are the best days for cold calling. Thursday comes in third, with connect rates, positive call rates, and demos all seeing a decline.
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The Worst Day of the Week to Cold Call
As you might have guessed, Friday is the worst day for cold calling. It scored the lowest across every metric. However, that doesn’t mean it’s a total bust. Manufacturing and Finance see a steady call-to-demo rate on Fridays, and you can always use the day to get on next week’s calendar.
That leaves Monday, which has both positive and negative attributes for cold calling.
While Mondays see a high connection rate, they have the second lowest call volume — about 15% lower than Tuesday. Mondays do have the highest call-to-demo rate at 1.19%, and as previously mentioned, tie with Tuesdays for the highest positive call rate. So don’t count Monday out, especially if you’re in the travel and hospitality industry. This industry sees the best call-to-demo rates and the highest connection rate on Mondays.
Does International Cold Calling Differ?
When we look at international call data, we see a change in the most effective day to cold call.
In Europe, the Middle East, and Asia, Wednesdays surpass Tuesdays on connection rate, call positivity rate, and call-to-demo conversion rate. So, if you’re targeting international customers, make sure Wednesdays see a high call volume.
That’s one of the reasons why we made expanding our international data at ZoomInfo a priority.
And How About Time?
Timing these calls correctly is another way to boost your connection rate. We found that the best time to cold call is five minutes before every hour and half-hour. Many companies use these time windows to give employees quick breaks between meetings, so you’ll be able to catch people when they’re not busy. An additional perk: These time slots work for international and local calling, you don’t need to individually plot out what time works for each time zone.
The best sellers know that cold calling is not really done “cold”. You should be calling prospects that you have a real chance of landing — meaning they fit your total addressable market (TAM). You need to deliver a great pitch in mere minutes, if not seconds. Make sure you’re direct, well-versed in your product’s value, and can handle objections with ease to really see your cold calling efforts pay off.
Episode 207 Of The SalesStar Podcast: B2B Tech Marketing and B2B Tech Sales Alignment: with Eric Williamson, CMO at CallMiner
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