The answer to every Telemarketing Manager’s Dreams: The perfect time to reach prospects

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In a recent study published by Marketing Sherpa, call center management at Franklin Covey made some interesting discoveries when they analyzed their web generated leads.  And all of it did not follow commonly held beliefs about best time to call and how long to age leads.

Their insights into their business?
A.  There is a point in time when it is too early to follow up on leads.  On the other end, of course, is the time when results drop off dramatically.  Their analysis determined that their callers should wait until the next business day before pursuing the lead (and waiting one day longer negatively impacted the results).
B.  Don’t write off Fridays, you never know what you may find. This turned out to be the best day of the week to reach prospects.
C.  Be prepared to make staffing adjustments and decisions based on the responsiveness of your prospects and customers.  Franklin Covey hires part timers for Friday coverage and encourages full timers to take Mondays rather than Fridays off.

What’s the takeaway?

1. Determine, upfront, the factors that are important to analyze.
2. Capture this information, starting with the first call of the campaign.
3. Once you have enough data to analyze, do so.
4. Act on what you’ve discovered, both by making adjustments to the campaign and systems and by making adjustments to your staffing & coverage.
5. Every campaign is at least slightly different than the one before.  One company’s prospects do not respond exactly the same as another’s.
6. One size/one answer does not fit all.