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If you run a business, you probably need to make a lot of sales calls. However, you might not have known that, according to the Association of Credit and Collection Professionals, 74% of your calls go straight to the “spam” box. So, if you’re trying to generate sales over the phone, a large portion of your outreach may be wasted. And that is very frustrating.
Because even when your representative is contacting a return customer, they may turn their back on your brand when they see your number labeled as: “Potential Spam.”
Especially when you aim to build trust, this reflects badly on your business. Fortunately, you can still turn it around by learning how to set your calls apart to gain customer trust. Here’s how to merge effective cold-calling software with solid strategies to help ensure your outreach bypasses the “junk” filter.
The Reputation That Gets Your Number Through
Caller reputation is a score that your phone number builds over time based on factors like its history, user feedback, and behavior. While the term might sound vague, it has important effects in real life. A telecom provider might flag or even prevent your contact information from being used if they determine that you have gained a reputation as a spammer.
Recently, there has been increased action against brands with poor credibility:
In 2024, India saw a 20% reduction in robocalls.
In Australia, 214 million scam calls were blocked in 9 months.
More businesses are struggling to get past these filters, even when their messages are not actually intrusive. So, to stand out on caller identification, you will need a favorable telemarketing status. Otherwise, you risk even legitimate business reach-outs coming through—such as following up with a prospect who provided you with their phone number through an online form—because they are blocked or ignored.
How to “Shake” and “Stir” Your Way to Trusted, Branded Calls
In a world where robocalls are rampant, it’s more important than ever to ensure your outreach stands out for the right reasons. By branding your communications, you’re not just verifying your identity—you’re actively building trust with every ring. So, how do you do it? Read on for a full breakdown of the key systems and best practices that can help you brand your outreach, avoid the “junk” label, and connect with your audience in a genuine way.
Here’s how you can shake things up and stir in some credibility:
Shaken/Stir is not a reference from a James Bond movie. It stands for “Secure Telephone Identity Revisited and Signature-Based Handling of Asserted Information using toKENs.” This system helps telecom companies verify communications and identify intrusive telemarketers.
CNAM is short for “caller name,” and it is a service that looks up the information behind inquiries and displays your (representative’s) name next to your number. This is important because it shows that your business is legit.
Voice Integrity and Voice Reputation refer to how you approach engaging prospects. Avoid using aggressive tactics or reaching out to people who haven’t agreed to receive promotions.
Branded Calls display your company’s name and logo. Generally, spam calls tend to obscure their identity because they prefer not to reveal they’re a third-party service attempting to scam consumers. On the other hand, verified communication only gets positive feedback.
Before You Dial: How Pre-Call Efforts Shape Your Reputation
A favorable caller reputation isn’t something you purchase. It’s something you build through two components: effective technology and a robust sales strategy.
One way to conceptualize this is by making “pre-call” investments. For instance, you’ll need to register your phone number properly with the relevant organizations and agencies. This is a helpful precaution to start on the right track—but remember, it’s not a “get out of jail free” card.
Secondly, avoid bugging people. For example, do not employ deceitful sales tactics that could result in your contact information being flagged by dissatisfied customers.
You might be surprised at how much can be accomplished before making any inquiries. In fact, it’s wise to be as detailed as possible before reaching out to potential clients for the first time—the actions prior to the call are what decide the entire relationship.
Here are the key points to observe before you start calling:
1. Play by the Rules
In the United States, there is the Do Not Call registry, which has a distinct section for telemarketers. Organizations that act as third-party vendors for specific companies should sign up under the correct category.
For instance, maybe you are a direct service provider. To qualify as an “Exempt Organization,” you usually need to do activities other than selling, like conducting surveys. Avoid using “bait-and-switch” tactics, as these can get you flagged as a scam.
In summary, adhere to the “Do Not Call” registries and review their regulations to make sure you aren’t adopting any practices similar to those of spammers.
2. Clean List, Clear Reputation
Avoid calling any “ghost” numbers and remove the ones that fail to connect. Platforms like Twilio Voice Insights, Call Resources, and Dial Call Status can assist you by providing call summary records where you can review your essential tracking metrics for every connection.
If there are digits that aren’t yielding valid responses, you should remove them from your list and cease cold calling.
3. Quality Connections
It may seem obvious, but not everyone adheres to this practical tip: The more effectively you engage with others, the higher the chances that your outreach is viewed as a genuine service. In the end, that is what helps maintain your reputation. Spamming methods focus on conducting numerous interviews and using automated systems to efficiently contact a wide range of lines, even those that may be disconnected.
Therefore, to maintain a strong brand, you must be selective about who you contact and thoughtfully consider the timing and purpose of your outreach.
4. Stick to Business Hours
Making calls outside the hours of 8 a.m. to 9 p.m. local time can lead to lowering your standing with prospects. In fact, certain states have even more stringent guidelines regarding contact times. Although it might be appealing to reach out when someone is likely available, it’s the same tactic that spammers exploit. Close can assist with this—by allowing you to set business hours as a filter while creating a Smart View.
5. Be Real, Be Local
Some people use software to hide their phone numbers by making it look like a nearby caller is reaching out. Scammers often use this tactic, which means that even if you think it’s a good idea, it could end up flagging your contact information.
The proper way to handle local presence is to possess a set of numbers that you consistently use for outbound calls, selecting the one closest to the recipient.
6. Know When to Step Back
Pestering someone over the phone is one of the worst offenses. If you repeatedly contact someone with the goal of pushing a sale, repeating the same lines, or bothering the individual on the other end, you will likely be reported, and rightly so.
So, it’s best to limit your calls to no more than twice a day if there’s no response and to no more than five calls to any number in a month.
Best Practices for When You Make Your Call
The article already covered what to do before making the call. Now, it will go over how to strategize during the conversation:
Utilize a consistent Caller ID. Constant changes can make people think your digits are suspicious. Also, your caller ID Name and number must match to avoid confusion.
Allow up to five ring cycles. Let the phone ring for approximately 30 seconds before moving on. When leaving a voicemail, begin speaking within two seconds of the greeting, since silent calls can lead to being marked as spam.
Communicate clearly and respectfully. Scammers usually meander without getting to the point. To steer clear of this, maintain transparency. It’s already challenging to reach someone, so be direct and professional when stating the purpose of your call.
When leaving a message, always identify yourself. Make your introduction clear and straightforward. Keep in mind that no sales tactics should be used. Stating who you are, and your affiliation is a standard practice and shows courtesy to the recipient.
Inform callers how you obtained their consent for calling. Did they provide their number for registration for a webinar? Mention it. “Hello, this is so-and-so from XYZ Insurance. You visited our website last week and requested a call regarding a car insurance quote—is this a good time for you?”
Implement robust opting-in strategies. Even when your digits are registered correctly, acting like a spammer can still lead to being flagged. Anytime you’re reaching out to a number that hasn’t opted into receiving cold calls, you must exercise extra caution. That’s why experts recommend having a backup plan for making calls, like getting leads through opt-ins. When clients have agreed to a follow-up, it gives you more flexibility in how you manage your calls.
How to Stay Off the Spam Radar
Caller reputation could make or break your brand, even though the steps involved might be overwhelming. Ultimately, it boils down to a few key factors: Effective outreach technology and straightforward, polite conversations that offer best practices for assisting your potential clients.
By using cold calling techniques that focus on the caller’s perspective, you will appear as a trustworthy business to the customers who connect with you. If done correctly, the experience quickly transforms to resemble “warm calling”—an approach that will help you avoid the unwelcome label: “Likely Spam.”
