The New Gatekeeper: Navigating B2B Call Screening

If you've been making outbound calls to mobile numbers recently and feel like fewer people are picking up, you're probably right.

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

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

From their perspective, it makes perfect sense.

If you're bombarded with cold calls, automated outreach and spam every week, call screening is a great way to quickly filter what matters and skip over what doesn't.

This has effectively created a new type of gatekeeper – it's just no longer human.

At first, I was concerned my connection rate would drop, 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, better summarise your reason for calling and the value more clearly - something busy decision makers usually appreciate.

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

Yes, some prospects will reject the call immediately without even reaching voicemail. But I see that as useful feedback as it usually means:

• there wasn't enough immediate interest

• the introduction wasn't relevant to their current priorities

• the timing was out

• or mobile just wasn't the right channel for that prospect

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.

Do you need help with developing your sales pipeline? If so, let's chat.

Happy prospecting 😊

Ilse