Phone outreach to clients: rules and good practice
The phone remains an advisor's main tool. A good call is short, open and respects the client's decision. This guide summarises the general rules and offers sample wording.
This guide describes general principles based on EU rules (GDPR, the ePrivacy Directive and the Insurance Distribution Directive). National law differs between countries, so check the rules in your country and your client's country. Your firm's own procedures and the rules that apply to you decide what is required; the guide is general information, not legal advice.
Before you pick up the phone: who you may talk to
In the EU, unsolicited marketing calls are governed by national rules implementing the ePrivacy Directive (2002/58/EC, Article 13), together with personal-data protection rules (GDPR). Automated calls need prior consent everywhere. For calls made by a person, each country decides whether prior consent is required or whether it is enough to respect a refusal or an opt-out register; many countries require prior consent for calls to consumers. Conditions can differ by type of client and your relationship with them. Check the current rules in your client's country and with your firm's responsible person.
- Call only clients for whom you have documented consent or another lawful basis, and keep a record of where it came from. A legitimate interest under GDPR does not by itself replace the requirements of electronic-communications law.
- Do not buy or use contact lists without clear information on where they come from.
- Keep a list of people who do not want further calls and check it before every campaign.
- Do not hide your number and call at a reasonable time.
How to open the call
The first half-minute decides whether the client stays on the line. Say who you are, who you represent and why you are calling, and ask whether they have time now.
- Give your name and firm and state the reason for the call.
- Ask whether it is a good time. If not, agree another time.
- If the client asks, say where you have their contact from, and answer truthfully.
- Offer the option to end the call at any time.
Recording the call
If you record the call, tell the client at the start what the recording is for and give them a chance to respond. A recording contains personal data, so you need a lawful basis, restricted access and a retention period. Your firm should set out the procedure in its internal rules and in its privacy information.
- The notice comes at the start of the call, not part-way through.
- State the purpose of recording, for example quality control or documenting an agreement.
- If the client refuses recording, ask whether they want to continue without it or end the call, according to your firm's rules.
- Do not publish recordings or use them for a purpose other than the one announced.
Opting out of further contact
A client may say at any time that they do not want further contact. That wish is met immediately and without further persuasion.
- Thank them, confirm you will not call again and end the call.
- Record the refusal on the same day in the suppression list.
- Make sure the information reaches colleagues and other campaigns.
- Do not call from another number or use another channel.
Sample wording for a call
Use these as a base for your own wording. Replace the bracketed items with specifics.
Opening the call
- Model response
- "Hello, my name is [name], I am calling on behalf of [firm]. I have your contact from [source] and I am calling about [reason]. Do you have two minutes now?"
- What not to say
- "Hello, I am offering you a great opportunity..." Do not open with a promise and do not talk fast without a pause.
Recording notice
- Model response
- "Please note that we record this call for [purpose]. We keep the recording for [period] and you will find the privacy information at [link]. Is that all right with you?"
- What not to say
- Do not record secretly and do not give the notice only at the end.
The client has no time
- Model response
- "I understand, I won't keep you. When would be a good time for me to call again? Or would you prefer that I write?"
- What not to say
- "It only takes a minute." Do not ignore the refusal.
The client does not want further contact
- Model response
- "I understand, thank you for telling me. I will record that we will not contact you again. Have a good day."
- What not to say
- "Just one more second..." Once they have declined, offer nothing more.
Voicemail message
- Model response
- "Hello, this is [name] from [firm]. I am trying to reach you about [general reason]. I will call again on [day] or you can call me on [number]."
- What not to say
- Do not include details of the client's contracts, health or finances in a message.
Arranging a meeting
- Model response
- "I suggest a no-obligation meeting of [length] minutes where we focus on your situation. Would [time A] or [time B] suit you? I will send a confirmation by e-mail."
- What not to say
- Do not promise the outcome of the meeting or a specific return.
How to practise phone calls
The hardest parts are the first sentences and refusals. Practise them out loud, ideally record your own voice and listen to the pace.
- Practise an opening of under 20 seconds, including the source of the contact.
- Rehearse a calm reaction to "not interested" and "where did you get my number".
- Try the recording notice until it sounds natural, not like read-out text.
- With DIRI AI you can repeat the call with a voice client and get an overview afterwards.
Frequently asked questions about phone outreach
Do I need the client's consent to call them?
It depends on the country and the type of client. Under the ePrivacy Directive each EU country sets its own rule for calls made by a person: some require prior consent, others allow a call until the person objects or joins an opt-out register. GDPR applies in every case. Check the exact conditions in your client's country and with your firm's responsible person. Always respect the choice of existing clients and of anyone who does not want further calls.
Must I tell the client that I am recording the call?
Yes, in practice the client should be informed at the start of the call (transparency under GDPR and privacy protection under civil law) of the purpose of the recording, with a pointer to the privacy information. Your firm should set out the procedure in its internal rules.
What if the client says they do not want the call?
Thank them, end the call and record the refusal in the suppression list the same day so nobody on the team contacts them again.
May I leave a voicemail message?
Yes, but keep it general: name, firm and a call-back contact. Details of contracts, health or finances do not belong in a message.
How can I practise phone calls?
Practise the opening, the recording notice and the reaction to refusal out loud. DIRI AI offers voice practice with an AI client and a Free plan.
Practise your opening before the phone rings
Try the opening, the recording notice and the reaction to refusal with a voice AI client. The Free plan is free; a pilot is available for teams.