A high-performing rep's sales plummeted despite working harder than ever. The issue wasn't a lack of effort, but a shift in focus to low-value administrative tasks ("silver hours") during prime selling time ("golden hours"), demonstrating the danger of the "I'm busy" trap.
A manager was initially annoyed when a top rep ignored her call during a protected prospecting block. She later realized her interruption was less important than the rep's high-value activity, highlighting how managers must also respect and prioritize their team's "golden hours."
Focusing on activity metrics like calls or emails is misleading. The ultimate leading indicator of future sales is the number of First Time Appointments (FTAs) booked. This outcome-based metric is the 'insurance policy' for hitting quota and should be the primary goal of all prospecting 'golden hours'.
Instead of seeking the perfect external time to call prospects, salespeople should prioritize their own internal clock. Prospecting when you are freshest and most energetic—typically the morning—improves the quality and consistency of the activity, which is a more controllable factor than a prospect's availability.