I’m often asked when placing a cold call, whether I recommend addressing our suspect by their first name (Barry) or by their last name (Mr. Caponi). Here’s what I think. It depends!

Seriously though, I have two thoughts on the topic. I would recommend calling the person by their first name under most circumstances. My reasoning is that if we don’t start out that way, once we get into a buying cycle we are at the mercy of our then prospect to tell us its okay to call them by their first name. If they do not grant us permission, we must either ask if we can (which can be awkward) or we are at a power disadvantage during any negotiation that occurs during the sales process.

The second thought is all about age and/or experience, the level into which we’re calling and comfort level. If you happen to be a young, new sales person (or particularly young sounding over the phone), and you’re calling very high, its okay in my book if you address your suspects as Mr. Caponi.

But when making the decision for yourself, do what is most comfortable. If you’ve been brought up calling older adults by their surname your whole life, then go for it. Just make the calls!