Call Screening - The New Gatekeeper for Decision Makers

If your agency has been making outbound calls to mobile numbers recently and it feels like fewer people are picking up, you're probably right

Since Apple introduced call screening on iPhone (following Google), unknown callers are increasingly being asked to explain who they are and why they're calling before the prospect decides whether to talk.

From my own experience, it's still only a minority using these features and that minority tends to be very busy decision makers in larger companies.

From their perspective, it makes good sense.

If you're receiving multiple cold calls, automated outreach, spam and scam attempts every week, call screening becomes a quick way to filter what matters and skip over what doesn't.

This has effectively created a new type of gatekeeper – it's just not the human kind.

At first, I was concerned it would reduce my connection rate, so I switched the function on in my own iPhone to better understand the experience and adapt my approach.

Unexpectedly, I found I liked it. It forces you to sharpen your introduction and summarise your reason for calling more clearly, something busy decision makers usually appreciate.

It's also your introduction in your words, rather than relying on a gatekeeper to convey your message in the way you want.

Yes, some people will reject the call before it even reaches voicemail. But I see that as useful feedback as that usually suggests that either:

• there wasn't enough interest
• the introduction wasn't relevant
• the timing not right 
• or mobile wasn't the right channel 

My view is that people are still open to conversations that are relevant and potentially worthwhile. Call screening hasn't stopped introductions but it does mean you have to step up your game.

As someone used to navigating human gatekeepers, I've found the same principles still apply: be clear, be concise and be relevant to earn the next step.

And when a screened call gets accepted, it's usually because the introduction has landed.

Happy prospecting 😊
Ilse 

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