When is the best time to call a B2B buyer?

There are a lot of opinions regarding the best time to call prospective customers.

Should it be in the morning when their mind is clear, or in the afternoon after they’ve dealt with any business-critical issues, or maybe at the end of the day when they are making plans for the coming weeks or months?

Should it be on a Monday…? They might be too busy. Or a Friday, when they have more time…? But they might be too exhausted from a busy week.

So, when is the best time to call? You probably know the answer to this question; when they have a problem or a need that you can satisfy! And that of course could be at any time, on any day of the week.

Using that logic, it might be necessary to call every prospective customer each week to check if a need for your product or service has arisen. However, this approach would take a lot of resource and it’s likely that your prospective customer will have already eliminated you from any chance of doing business with them due to your persistent calls.

So, What’s the Answer?

In a perfect world you would only call Buyers who are likely to have a need in the immediate or near future. Or at least, if you do call someone who doesn’t need you right now, the outcome of the call is that you have confirmed your place as a potential supplier for future requirements.

These are lofty expectations for any Lead Generation campaign… but not unachievable.

Here we review a Lead Generation approach that combines telemarketing with a technique called ‘hand raising’. We use this technique at Beanstalk, with telemarketing best practice, to deliver Lead Generation results that consistently outperform expectations.

Which of your Prospects Have their Hands Raised?

Once you have your prospect database who do you call first? We know from our own experience that telemarketing is best when it is combined with email marketing. Ideally the email marketing should mainly be sharing content of value to your target market such as articles, blogs, buyer’s guides etc.

Email and Content Marketing Activity Help to Achieve Several Benefits:

Firstly, it develops awareness of your company and solutions. Great Lead Generation isn’t just about generating a volume of leads, it’s about creating leads that sell.

Prospects that are aware of your business in advance of engaging with your sales team are nearly twice as likely to convert into customers than opportunities where the first touch progresses immediately into a sales lead.

Secondly, the prospects that open your email and click through and visit your website are far more likely to have a need for your product or solution than those that don’t.

In effect, these prospects are `hand raising`, or showing they have a much greater likelihood to be interested NOW! When telemarketing follows up on these prospects, they are more receptive to taking the call and booking a sales appointment.

How Relevant is your Product or Service to the Buyer?

The final factor in how likely or otherwise the Buyer is to take your call is how relevant they feel your product or solution is to them.

Modern Buyers are often under pressure to do more with less. To do this they have to engage with new suppliers, new products or services, and new thinking.

The right prospect data, where your service is relevant to the Buyer, increases the chance that the Buyer will commit to taking time to speak with the telemarketer.

So, the Best Time to Call Is…

Time or day of the week have little bearing on the availability of Buyers to accept a sales call.

To increase the ratio of calls that result in meaningful conversations, nurturing Buyers with relevant content and tracking their engagement with email marketing will drive the performance of Lead Generation, both in terms of the quality and quantity of leads generated.