Trust is at an all time low right now. This means that transparency matters more than ever. If you or your firm disguise your caller ID to appear as a different person or company. Sure, it might increase the odds of someone answering, but you are sacrificing your credibility.

That cold call is already an intrusion, and the way you handle that interruption sets the tone for the conversation that follows. When who introduce yourself and it doesn’t match the caller ID you now are adding friction before the pitch has even started. No matter how professional you are, that deception leaves a negative impression. It doesn’t just hurt you, it also hurts the company you work for.

Strong sales teams play the long game by recognizing that the reputation of a firm compounds over time. Each outreach can either build or damage it. Not to mention, having an authentic identification also signals confidence the value proposition. It also shows respect for the person you have called. By being genuine you are indirectly saying “I believe in what we are offering and that it is worth your time without using subterfuge to get you on the line.”

Don’t lose track of the broader strategic piece – buyers today are more informed while also being more skeptical. Not to mention they are more protective of their time, especially with how many interruptions we now get over so many different channels.

There is also a broader strategic consideration. Buyers today are more informed, more skeptical, and more protective of their time than ever before. Practices that feel manipulative or evasive can quickly disqualify a vendor before meaningful dialogue even begins. Conversely, transparency – even when it results in fewer initial pickups – tends to produce higher-quality conversations and stronger long-term relationships.

Cold calling will always require resilience and professionalism. But the most effective practitioners understand that trust is the true currency of outreach. Starting a conversation with clarity about who you are and why you’re calling isn’t just ethical – it’s good business.