PROSPECTING


Time for Results HENRY CANADAY


Based on a survey of millions of lead records and calls by hundreds of clients (both B2B and B2C) what counts is not when you call, but how fast you pounce on a new lead – and the sequence of your following calls.


Although time of day when calling makes some difference, it doesn’t


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account for much in the way of results. Reps got through to 17 per-


cent of prospects at 2 p.m., versus 14.4 percent at 7 a.m. But calling a new lead one minute after an indica- tion of interest is more than twice as effective at converting that lead as waiting two minutes – and almost four times as effective as waiting just three minutes. This astounding premium on speed continues: wait 24 hours and you will convert leads at less than 5 percent the rate of the one-minute callers.


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