You’ve probably come across the phrase “test and measure.”
It’s one of the most powerful ways to track what’s working in your business — and what’s quietly holding you back.

At Exceptional Thinking, we use it everywhere: in client campaigns, internal processes, even to assess how well we’re delivering qualified leads.

Here’s a recent insight we uncovered…

We analysed a large batch of appointments that were being rescheduled — and we noticed something striking.
Appointments with senior decision-makers were 3x more likely to drop out if they were scheduled for a Wednesday or Thursday.

Why? Well, based on our data and conversations, a few patterns emerged:

• Mondays and Tuesdays are when decision-makers tend to be most focused and decisive.
• By midweek, urgent internal issues often surface — and external calls fall off the radar.
• Team fatigue sets in by Wednesday, pulling leaders into internal firefighting or team motivation mode.

In fact, in a separate piece of analysis, we found that only 12% of successful bookings with these decision-makers happen on Wednesdays or Thursdays in the first place.

So we changed our strategy.

Now, we prioritise booking calls earlier in the week — and we’ve seen a 40% drop in rescheduled appointments.

This is what “test and measure” is all about. Small tweaks, big results.

So here’s a quick question for you:
How are you testing and measuring your sales and lead generation process?

If you’d like to explore how we can help you secure more qualified sales appointments — at the right time — let’s chat.