“How do I get more hours to devote to business development? I can’t give you more hours in a day, but I can give you times of the day that will make your hours more effective.”
In the new business development world, our time is everything. We are all trying to figure out how much time we need to spend prospecting vs cultivating vs RFPs. How we go about prioritizing this time and what we do very often depends on working around our schedules of executive meetings, client meetings, and putting out fires. What happens, time and time again, is that we wind up doing our prospecting and cultivating activities at odd times when we actually get a few minutes free. We have to change this mind set if we are going to really grow our agencies biz dev, by making our schedules work around the very best hours for business development.
“Time of day matters for outreach. People as a whole have certain, generally consistent behaviors across jobs and industries that typically occur at the same time each day. As business development professionals, we need to understand our prospect’s schedules and work to maximize our efficiency around them and the way they behave.”
Timing your Business Development:
6:00 – 8:00 AM – Action emails are most likely to get a response between these hours. This means that those one to one, text only emails where you are asking for a direct meeting or a call are best to be sent first thing in the AM, before their inbox fills up.
8:00 – 9:00 AM – Get on the phone. While most agency new business people I speak with are deathly afraid of phone follow up, the fact is that a real conversation can absolutely separate you from the barrage of stock emails that marketing decision makers receive every day. Most of these decision makers are available first thing in the morning, before the active work day gets started, and at the end of the day, once they are prepping for the next day. They are most likely to pick up the phone not only during this time, but you may be able to avoid a receptionist or two, as decision makers are typically in the office before most employees.
10:00 – Noon – I’m on LinkedIn during this window either actively prospecting, working referral networks, or posting new content to Pulse or our blog. Studies show that LinkedIn is used heavily during the day for most professionals, and the chance for content reads increases after the 10am hour.
Noon – 1:00 PM – I use this time to scan and curate content through my social channels. Some of these posts I automate ahead of time (with a free Buffer account), but since Twitter tends to be used more as a feed that is reviewed on commutes or breaks, lunchtime is a great opportunity for me to amplify any content messaging in order to increase views and hopefully clicks/reads.
2:00 – 4:00 PM – Back to email, but this time, I’m focusing on content related emails. This means that any of my marketing automation around content are typically either being written and sent at this time, or I’m scheduling them to go out for future dates around this time. The key is, these are content related for delivering knowledge and interesting reads. Research has shown that while replies are lower around this time, opens and reads tend to go up during these hours post lunch, so take advantage of a few free minutes where their mind may be open to reading a blog post or case study.
4:00 PM and later – I’m back on the phone trying to catch prospects that are wrapping up their day and planning their next day. Most times meetings are held before this time, so with less meetings and more planning occurring, now is your time to catch a few more people on the phone rather than earlier in the day.
No matter what your personal schedule looks like, it’s important to consider how you go about timing each prospecting activity in order to maximize the effectiveness of each. With so few hours in every day, maximizing our prospecting time is key in order to drive the number of quality conversations we can have each day.