Want to increase the odds that your next cold call will turn into actual business? One good way: Call on the right day(s) and at the right time(s).

According to a three-year study of six companies conducted at the Massachusetts Institute of Technology, the best day isn’t Monday, as you might think. In fact, Monday ranks as the second-worst day for cold calls, after only “Terrible Tuesday.”

It turns out that Wednesday and Thursday are the best days of the week to make cold calls – almost 50% better in terms of results than Tuesday.

Of all days, Thursday is the one when a cold call is most likely to turn into business. It ranks more than 19% better than get-me-outta-here Friday.

Going a step further, MIT researchers tracked the best times of day for cold calls.

They found that if you make that first call between 8 and 9 a.m., before business hours, you’ll get through more often than if you phone at 2-3 or even 3-4 p.m.

Four to six p.m. is the best time for that first contact – 164% better than calling at 1-2 in the afternoon. And calling at 6-7 p.m., after business hours, is among the best times to give a ring.

Of course, these averages will vary with the business you’re in. So track your own results to find the times that work best. But keep these days and hours in mind. They prove what you already know: Timing is everything.

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