Most of you have seen a Hail Mary pass toward the end of a football game. The offense is four to eight points behind, and there is only enough time for one more play. All the receivers dart for the end zone, the quarterback hurls the ball in their direction, and it’s a battle between the receivers and defenders. In this situation, it’s the best (and only) option. However, could you imagine an offense calling this play at any other time of the game? Since the success rate is so low and the turnover rate so high, it would be a terrible idea most any other time. Depending on the situation, the Hail Mary can be considered the best and worst play for an offense.
In the game of sales, trying to connect with a prospect on Friday can be considered similar to the Hail Mary pass in football. It can be the best or worst thing to do, depending on the situation… and they play out in somewhat parallel patterns.
As you’re performing your routine prospecting activity, Fridays are not the best day to play the averages. Most people forget voicemails, emails, or visits by Monday and don’t follow-up. Your message will fall into the black hole of: “Oh yeah, you stopped by on Friday. I forgot. Monday came, and then all the chaos of the week hit me.” Therefore, in conducting your routine process of prospecting, Friday is the worst day to do so. (It’s worth noting that the regular routine of mass prospecting averages out better on Mondays than Fridays. Even though people are busy and hostile on Monday, they’re more likely to see your message on Tuesday.)
Now, let’s look at a specific situation of needing to catch one person that you just haven’t been able to contact. You know there is value to offer and they’d be a great customer, but you just can’t get them to respond to you. In this case, use your most assertive contacting technique on aFriday. By assertive I mean to stop by their office if possible. If not, call them on their cell. Whatever leads to your highest ratio of connecting directly with someone and not having to leave a message – do it.
Why Friday? Most people are in better moods on Fridays and more willing to see others. The thought of: “Yeah, I need to come out and meet him. He’s been trying to get in here for months” is much more common on Friday than any other day of the week. Much like a Hail Mary pass, the odds are high that you’ll fail, but your chances at success are greater than any other option for this situation.
In summary: Fridays are terrible for your routine process of prospecting. However, when you need a touchdown and your other attempts have failed, Friday can be the very best day to do so.
