If you’re a digital marketer or telemarketer, you need as much information as possible when moving prospects through your sales cycle. This is where the caller ID becomes incredibly useful. When making sales calls, how much easier would be to see the name of the person you’re talking to? Or the phone number you’ve just dialed? The latest caller ID software makes this all possible. You can also reduce human error and have to worry about forgotten names and misdialed numbers.

CID vs. CNAM

When it comes to caller ID software, there are two acronyms that you need to know about:

  • CID
  • CNAM

CID, short for “caller ID”, is the phone number of the person on the other end of the line. In a sales context, this will be the phone number of a customer or client.

CNAM, short for “caller name” or “caller ID name”, is the name of the person on the other end of the line. In a sales context, this will be the customer or client that you want to engage with. CNAMs have 15 characters and it can be used alongside CID for identification purposes. It is extremely useful for marketers who speak to hundreds of people every day.

A CNAM will differ depending on the context of the call. For example, outside sales calls will display a customer’s name. Inside sales calls, on the other hand, might display the name of the organization or department.

As you can see, CNAM and CID may seem similar, but they are two different concepts.

Using CID and CNAM for More Effective Sales Calls

Most agents don’t have any information in front of them when they make sales calls. They might scribble the name of the person on the other end of the line on a scrap of paper or input phone numbers onto a spreadsheet. In the world of sales, these sloppy practices can cause a massive impact on your business.

Research shows that a massive 92 percent of all customer interactions now happen over the phone. Not email. Or social media. No, over the phone. This is why you need an effective call management strategy that will boost leads and engagement. You can’t afford to rely on manual methods or spreadsheets any longer.

Here’s the thing: People like to hear their own names. If you use the name of a customer during their call, you are more likely to engage with them on a deeper level.

“Because names humanize the interaction between a business and their clients. A transaction becomes an exchange between two people, fostering an individuated experience,” says writer Kirill Tsernov.

“What I mean is, when businesses say a person’s name they acknowledge their customer’s humanity. The benefit of using a customer’s name is creating a personal experience environment.”

Still, fewer than 5 percent of companies actually use a customer’s name during a call. What gives? They could be losing out on cold, hard sales.
It’s simple. Consumers will remember you if you remember their name. It’s all about building rapport to maintain long-term customers.

This is why incorporating CID and CNAM into your sales calls is so effective. You can refer to a customer’s name and number at any point during the call, and you can personalize your sales strategies for bigger returns.

Use a Line Information Database

So, where do you keep all these names and numbers? A line information database (LID), of course. These databases contain the information you need to make more effective sales calls, and you can customize all of this information to suit your business objectives.

Use the right application programming interface (API) to feed information from your LID to your customer relationship management system (CRM) for even more explosive results.

Once you have a database of names and numbers, you can optimize your sales strategies for both inbound and outbound calls. Plus, you can remove any numbers that are no longer in service or callers who have blocked you. A service like Caller ID Reputation, for example, lets you check whether someone has blocked your number.

What You Need to Know

There are some additional things about CID and CNAM that you need to know. As mentioned before, CNAM can only display names that are 15 characters or less, and that includes spaces. (Though, you can always abbreviate words.) Special characters are a big no-no, and the CNAM will show up in capital letters.

Oh, and it’s important to know that CNAM doesn’t support toll-free numbers, unfortunately. You’ll still see the number, of course, but no name. The same thing goes for mobile numbers — number, but no name. It seems technology isn’t quite there yet. Finally, if someone has withheld their number, you’ll see “Unknown” or “Anonymous” as the CNAM.

Despite these setbacks, CID and CNAM are effective marketing tools for more customers, conversions, and sales. Using these tools ensures the appropriate number displays during a sales call and agents have access to a customer’s name.

Plus, your agents won’t have to manually select a number, which saves time and hassle. Depending on your role in a company, you can customize CID and CNAM to suit your needs.