Telemarketing is an effective sales method, but not everyone knows how to choose the right time to do it.
The importance of choosing the right time for telesales
- Reduce the rate of missed calls.
- Increase conversion rates.
- Optimize telesales team performance.
- Maintain brand reputation.
According to research from InsideSales, calling at the right time can increase customer reach by up to 491% compared to calling at random times. So when should we do telesales?
The most effective telesales time
A report by InsightSquared analyzed over 10,000 sales calls, identifying the optimal time for telesales as:
- Morning (10 a.m. – 11 a.m.): Highest call pickup and consultation rates, reaching approximately 10%.
- Afternoon (12 PM – 4 PM): The call pickup and consultation rate is approximately 8%. This is the ideal time to negotiate and close sales.
- Excluding late nights, the worst time for telesales is from 7 p.m. to 8 p.m.
In general, there is no significant difference in effectiveness between 10 a.m. and 4 p.m., so this can be considered the prime time for telesales.
When telesales are conducted during prime time, the sales closing rate increases by an average of 20% – 25%.
Explanation of the effectiveness of time slots:
- From 5 a.m. to 7 a.m. is too early to approach customers, as this is a busy time preparing for the new day.
- From 8 a.m. to 9 a.m. is the start of the workday, when the workload is heaviest, leading to limited availability to answer calls and provide advice.
- From 10 a.m. to 11 a.m. is the time when employees have finished their important tasks and are thinking about their lunch break. This is the ideal time to make a call.
- From 12 PM to 1 PM is lunchtime. There are two groups of people: those who do not take a nap (who can be approached) and those who have the habit of taking a nap (who should not be approached).
- From 2 PM to 4 PM, after the lunch break, customers often have free time to listen. This is an ideal time for negotiations or closing sales.
- After 4 PM, it's time to focus on finishing any remaining work for the day, followed by time for family and personal activities. It is not appropriate to contact clients.
Note: The above content is for reference only, based on surveys of many businesses in various fields. Therefore, the timing of calls depends on the characteristics of the target audience and the specific industry.
See also: How to handle customer rejection in telesales
Factors affecting telesales call duration
When should you conduct telesales? The choice of telesales timing depends on the following factors:
Target customer characteristics
Target customers influence telesales timing because their schedules, needs, and habits determine when they are ready to listen and respond to calls. A professional telesales representative needs to thoroughly understand customer characteristics, including: habits, behaviors, occupations, and psychology. An office worker will certainly have very different characteristics from a homemaker.
Product type
It can be divided into two groups:
- High-end, complex products: Customers tend to take calls when they are not distracted.
- Simple, essential products: Can be called upon at more times.
Business model: B2B, B2C
Corporate and individual customers have distinct differences in their needs and decision-making behaviors.
- For business customers (B2B): Operating during business hours from 8 a.m. to 5 p.m.
- For individual customers (B2C): More flexible, but the most effective time is usually between 10 a.m. and 11 a.m.
Regional characteristics, culture
Region and culture influence lifestyle habits.
- The difference between urban and rural areas: Influenced by the nature of work, working hours, and pace of life.
- Differences between regions and countries: Influenced by time zones, call reception methods, and decision-making behavior.
Legal regulations.
Some regions and countries have regulations regarding telesales calling hours.
In Vietnam, Decree No. 91/2020/NĐ-CP Anti-spam messages, spam emails, and spam calls are clearly regulated as follows: Making advertising calls outside the hours of 8:00 AM to 5:00 PM each day without prior agreement with the user will result in a fine ranging from 20,000,000 VND to 30,000,000 VND.
When should you use telesales?
Below is a summary table of effective telesales execution times by industry (for reference)
| Industry | Time | Reason |
|---|---|---|
| Insurance | Morning: 9:00 AM - 11:00 AM | The time when customers have settled into their work for the day. |
| Afternoon: 2:00 PM - 4:00 PM | Office customers usually have time for consultations during these hours. | |
| Finance, banking | Morning: 10:00 AM - 12:00 PM | After the customer has finished their morning tasks. |
| Afternoon: 2:00 PM - 4:00 PM | The moment when customers consider decisions related to finance | |
| Real Estate | Morning: 9:30 AM - 11:30 AM | After the morning work hours, potential customers usually have time to listen to advice. |
| Afternoon: 2:00 PM - 4:30 PM | The time when office workers or freelancers often spend time researching investment or housing options. | |
| Education | Morning: 9:00 AM - 11:30 AM | Suitable for parents and students when they have free time in the morning. |
| Afternoon: 3:00 PM - 5:30 PM | Students or parents can receive information. | |
| Telecommunications, television | Morning: 10:00 AM - 12:00 PM | Customers often have the habit of checking services in the morning. |
| Afternoon: 2:00 PM - 4:00 PM | People who are at home or self-employed are often willing to listen during this time slot. | |
| Spa, beauty, fitness | Morning: 10:00 AM - 12:00 PM | Housewives, freelancers, or flexible workers often receive information. |
| Afternoon: 2:00 PM - 5:00 PM | Popular time slots for those seeking self-care services during the day. | |
| Retail | Morning: 9:00 AM - 11:30 AM | The time when customers learn about the promotion and place orders |
| Afternoon: 2:00 PM - 4:30 PM | Many customers take advantage of placing orders before the end of the workday. | |
| Fast-moving consumer goods (FMCG) | Morning: 10:00 AM - 12:00 PM | Retail stores or small retailers often check and place orders. |
| Afternoon: 2:00 PM - 4:00 PM | Suitable for small businesses or customers purchasing in bulk | |
| Business products and services | Morning: 9:30 AM - 11:30 AM | After companies finish their morning meetings, they are ready to hear advice. |
| Afternoon: 2:00 PM - 4:00 PM | The time when businesses focus on handling important tasks. |
Conclusion
Choosing the right time for telesales plays a crucial role in outreach effectiveness and customer conversion rates.
So when should you do telesales? Research shows that the prime time for telesales in Vietnam is usually in the morning from 10 a.m. to 12 p.m. and in the afternoon from 2 p.m. to 4 p.m., depending on the industry and target audience.
Choosing the right timing not only minimizes rejection rates but also optimizes the performance of the telesales team, enhances brand credibility, and creates a positive impression on customers. In addition, factors such as customer characteristics, product type, industry, and legal regulations also need to be considered to achieve maximum effectiveness.
