April 11, 2011
Great sales advice from the latest WEARABLEStyle newsletter … when to call a prospect.
You already know timing is everything. The cliché is particularly true when it comes to sales. Contacting a current or prospective client at the right time can be a pivotal step along the road to successful closing. So when is the right time to call? When it comes to existing clients, the answer is pretty straightforward: Learn their schedule and contact them at times that are convenient for them, says Adam Thornton, general manager at Match-Up Promotions (asi/264230). Adds J.P. Shea, sales development lead for American Solutions for Business (asi/120075): “You need to understand their wants and needs, and that includes understanding when they want to be seen.”
The best times to call prospects are in the morning before the business day gets swinging and in the late afternoon, when the day winds down, distributors say. “They can focus and think,” says Karen Hunter, owner of distributorship Head of the Hunt. “If you call in the middle of the day, they have so much going on and it’s harder to get somewhere.” A study from InsideSales.com testifies to Hunter’s assertion. The analysis, which examined three years of data from six companies, determined that sales associates had the most success contacting prospects and initiating the sales process when calling between 8 a.m.-9 a.m. and 4 p.m.-5 p.m. “We have seen our best responses from 7:30 a.m.-9 a.m.,” says Kevin J. Scharnek, president of 14 West LLC (asi/197092).
Additionally, the InsideSales.com study determined sales associates who contact prospects on Wednesday and Thursday stand a better shot of ultimately landing a deal. Still, that doesn’t always hold true in practice. Scharnek says Fridays have proved an excellent day to get ahold of prospects and turn them into clients. Hunter agrees. “If you’re still working to get clients at 3 p.m. on a Friday afternoon when everyone else has gone off for the weekend,” she says, “it shows you are going to be available to them when they need you.”
For more great apparel information and news from WEARABLEStyle, don’t miss the latest addition.