Want 2.4x More Cold Call Meetings? Start With a Simple Question

The first few seconds of any cold call are vital. It’s the moment when a prospect decides if they’re going to hang up or give you a chance. That’s why what you say (and how you say it) in your opener matter so much. And, as it turns out, one small adjustment can have a major impact.

We analyzed data from thousands of cold calls made on the Nooks platform. One intriguing takeaway was that calls started with a Permission Based Opener (PBO) booked meetings at a rate of 13.9%. Compare that with calls that didn’t use a PBO? They converted at just 5.8%. That’s a 2.4x difference – simply by asking a question to start the call.

So, what is a Permission Based Opener? It’s a short question that recognizes that the call is unexpected. It asks the prospect for permission to continue. If you’ve ever taken a cold call – and who hasn’t – you’ve probably heard a few examples: “Did I catch you at a bad time?”, “Can I grab 29 seconds to tell you why I called?”, or “Can I share why I’m reaching out?”.

Think about what happens when a stranger calls you. Your instinct is probably: Who is this, and how fast can I hang up?

A PBO flips that moment. It tells the prospect:
📞 “I respect your time.”
🧠 “I know this is unexpected.”
🔑 “You’re in control.”

That small psychological nudge can create just enough space to let the conversation begin.

These aren’t just the caller being polite. They actually help to lower the prospect’s guard. A cold call, after all, is by definition an interruption. When you give the prospect the chance to opt into the call – even if it’s subtle – it gives them more control, building trust and opening the door to a more substantial conversation.

Let’s try a simple comparison. Without a PBO, a call might start like “Hi, this is Peter from Nooks – we help SDR teams have more great conversations by automating the busywork of sales.” It’s direct, it gives the prospect a lot of information about what we do. But there isn’t any space for the prospect to ease in. It feels like a pitch. 

Now, let’s try it with a PBO: “Hi, this is Peter from Nooks. I know I’m calling out of the blue. Do you have 30 seconds to hear why I called?” This small change signals your respect for their team and lets them lean in instead of pulling away. 

Another way to build on this approach is to add a small amount of context. Helping the prospect to know that this call is indeed targeted to them. So, try modifying the script above to be: “Hi, this is Peter from Nooks. I know I’m calling out of the blue. Do you have 30 seconds to hear how we can boost your pipeline generation?”

If you manage a sales or sales development team and want to share a few best practices to make the most of PBOs, try these ideas out. First, be direct without apologizing. You don’t have to over-explain yourself. “Can I grab 30 seconds?” is better and less confusing than a long-winded disclaimer.

Second, keep it short. You’re not trying to win a meeting in the first 10 seconds, you’re trying to get space to prove your case for a meeting. Third, adapt the PBO to suit your style. If you’re more casual, try “Did I catch you at a bad time?” If you prefer a more refined approach, maybe “May I have a moment to explain why I’m calling?”

Lastly, don’t worry if the answer is no. A “not now” can simply lead to you offering to schedule a better time or to follow-up later. What matters is that you’ve shown respect and can try again on the next call. 

If they say “Not a good time,” ask:
👉 “Totally get it—when would be better?”
Or
👉 “I’ll send some details by email and follow up next week”

A “no” now doesn’t mean “never.”

Cold calling isn’t easy, but it proves itself again and again as one of the most effective channels for pipeline generation. And when you take a PBO approach, you’re likely to have more conversations. Which leads to more meetings. And more pipeline. So, next time you pick up the phone to cold call, try starting with a simple question – and it might just double your results.

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