Fanatical Military Recruiting

16Just Eat the Frog

If it’s your job to eat a frog, it’s best to do it first thing in the morning. And if it’s your job to eat two frogs, it’s best to eat the biggest one first.

—Mark Twain

The most frequent question I get about telephone prospecting is:

“Jeb, what is the best time to call? I mean, is there a time when people will be more receptive to my calls? You know, like, is it better to contact a prospect during the morning than the end of the day? Or are there some days of the week that are better than others?”

This is followed by a longing expectation that I will reveal the secret code that will open them up to a utopian world where prospects always answer the phone, are always in chipper moods, receptive to recruiting pitches, agree to interviews without rejection, and qualify themselves.

I get this question from recruiters across all branches of the military—all the time. There are several reasons recruiters ask this question:

• They are truly interested in timing their calls more effectively.
• They are frustrated and just venting, in which case my answer falls on deaf ears.
• They are seeking a way out of making calls—an excuse.

Timing calls is the greatest excuse and cop-out for recruiters who don’t want to prospect by phone (or frankly, prospect at all).

• “I can’t call when people are getting ready for the day because it will disturb them.”
• “I can’t call in the early morning because people are sleeping.”
• “I can’t call on Friday because people are getting ready ...