Data suggesting afternoons are prime for cold calling is often skewed. It doesn't compare morning vs. afternoon effectiveness for the same rep. Instead, it measures a higher volume of calls from salespeople who procrastinate all morning, making the afternoon appear more successful by default.
Cold calling success depends more on the salesperson's peak state than the prospect's. Mornings are superior because reps have maximum confidence, energy, and resilience. A confident rep at a "bad" time will always outperform an exhausted rep at a supposedly "perfect" time.
The endless search for a "magic window" to cold call is often a subconscious excuse to avoid the task. Salespeople use conflicting data and timing rationalizations to justify not picking up the phone, ultimately leading to a dry pipeline created by their own inaction.
Since most salespeople delay their prospecting calls until the afternoon, the morning becomes an "open lane." With fewer reps vying for a prospect's attention early in the day, it's easier to stand out, get through, and convert calls into appointments.