What Should Show on Caller ID When You’re Prospecting?

When your sales team is making cold calls, what should show up on caller ID: your company name, the salesperson’s name, or just a number? 

It’s a small detail, but it can make or break getting your call answered. 

One of our clients asked this very question yesterday. They’re a well-known company in their industry and wanted to know what would increase the chances of their reps getting a prospect on the line. 

If you’re also trying to figure out which one will get more prospects to answer, here’s how I see it. 

Option 1: Display Your Company Name in Caller ID 

If your company name is familiar to your target market, this is often the best option as prospects are likely to answer for an organization they know. 

Pros: 

• Builds trust and legitimacy right away 
• Helps prospects recognize your brand even if they don’t answer 
• Makes your follow-up email or voicemail more credible 

Cons: 

• Some people avoid calls from companies, assuming it’s a sales pitch. 
• If your company isn’t well-known to prospects yet, they may not care and therefore choose to ignore the call, possibly even delete a transcribed message without listening. 

Verdict: 

If you’re calling within a specific industry and your name carries weight, lead with it. Even if they don’t pick up, it sets the stage for better engagement later. 

Option 2: Show the Salesperson’s Name in Caller ID 

This one feels more personal, which can pique curiosity, especially if the prospect thinks it might be someone they know. 

Pros: 

• A name feels human, not corporate. 
• May lead to more answers purely out of curiosity. 

Cons: 

• No brand recognition if they don’t recognize the salesperson’s name. 
• Doesn’t help with follow-up unless the rep already has a relationship with the prospect. 
• The rep must be careful to clearly state their contact information. 

Verdict: 

Use this if the salesperson has already reached out via email or LinkedIn. Or, if your team is calling very warm MQL leads. For ice-cold calls, it’s riskier. 

Option 3: Show Just the Phone Number in Caller ID 

This is the least effective by far. It offers zero context and is more likely to be flagged as spam or ignored altogether. 

Verdict: 
Avoid if at all possible. 

My Take: It Depends So Test It 

Here’s my personal opinion: I recommend using either the salesperson’s name or your company name, depending on your outreach strategy, and if you can, test both. 

Each has pros and cons: 

• The salesperson’s name can feel more personal, which might make someone more likely to answer, thinking it’s someone they know or were expecting. But if the rep isn’t known to them, there’s no recognition. Some will answer out of curiosity; others will send it straight to voicemail. 
• The company name builds brand recognition and legitimacy which helps if they’ve seen your emails or if you’re known in the industry. But some people are conditioned to avoid calls from companies, assuming it’s a sales pitch. 

If you can, run a two-week test with each option and track which one performs best for your audience. 

What are you testing? 

Your reps are trying to break through and connect. So, measure connections and returned calls. These are sales activity metrics that you should measure anyway as part of your critical 15 sales metrics to monitor. 

Keep in mind that connections may occur in different forms based on the contact information your salesperson provides, including: 

• Answered call 
• Text 
• LinkedIn message 
• Email 
• And of course, a returned call 

Don’t expect many, if any, returned calls. But do expect connections. Whichever caller ID strategy gets the most connections is the one you want to select. 

Results will vary by industry, company, and even time of year. Let the data guide you. It will be your best indicator. 

Does caller ID matter for only one or two reps? 

You bet it does! It may be even more important. You’re relying on a few salespeople to generate leads and set appointments. You want their tools to be as effective as possible. 

How do you motivate cold calling? 

One last thought for you. If you want to motivate your salesperson or team as they’re cold calling, use one or two of these 10 simple games to make sales prospecting fun. They really are fun and will create both competition and comradery. 

How HubSpot Sales Hub Pro Can Help 

If you’re using HubSpot Sales Hub Pro, you’re in a great position to experiment and optimize this. 

• Track Call Outcomes: With integrated calling tools, you can see whether calls are answered, sent to voicemail, or lead to follow-ups. You can do all that right inside the contact record. 
• Run A/B Tests With Lists: Create segmented lists for each caller ID type and compare how each group performs. No need to wait to test them synchronously. You’ll figure it out right away. 
• Automate Follow-Up: If someone doesn’t pick up, use HubSpot sequences to send a quick email or LinkedIn message referencing the call. If your company name showed on the caller ID, they’re more likely to recognize it and engage. 

Final Thought 

When it comes to prospecting, caller ID is more than a tech setting. It’s a trust signal. Whether you choose to lead with your company name or a rep’s name, make sure it’s part of a larger system of consistent outreach, smart follow-up, and tools like HubSpot that help you track what’s actually working. 

Need help setting it up or deciding which way to go? Let’s talk. 

Top Questions Asked About Caller ID for Sales Prospecting 

1. What should show on caller ID when making a sales prospecting call? 

When prospecting, your caller ID should show either your company name or the salesperson’s name — not just a phone number. Each option influences whether a prospect answers: 

• Company name builds brand credibility and is effective if prospects recognize it. 
• Salesperson’s name feels personal and may drive curiosity, especially when there’s prior contact. Avoid showing just the phone number, as it increases the chance of your call being ignored or marked as spam. 

2. Does using a salesperson’s name in caller ID help cold calls get answered? 

Yes, showing a salesperson’s name can increase the chance of your call getting answered — but only under certain conditions. It works best when: 

• The salesperson has already contacted the prospect by email or LinkedIn. 
• The lead is warm or already marketing-qualified. If the call is completely cold and the name is unfamiliar, the results are inconsistent. 

3. How can I test which caller ID display gets better results in sales prospecting? 

Run a two-week A/B test. Use your sales dialer or phone system to alternate between displaying the company name and the salesperson’s name. Track metrics, such as: 

• Answer rates 
• Number of live conversations 
• Call-backs or other follow-up responses. Measure what matters most: connections that lead to next steps, not just call pickups. Let the data determine which ID strategy delivers better engagement for your audience. 

4. Why is caller ID important for small sales teams? 

For small teams, every call counts. A well-optimized caller ID helps your reps: 

• Improve connection rates without increasing call volume 
• Establish credibility from the first touchpoint 
• Boost follow-up email and voicemail response rates. Since you rely on fewer reps to generate pipeline opportunities, maximizing call answer rates is critical to achieving sales goals.