It's the question that ends most cold calls in the first 15 seconds. Sometimes it's hostile ("how the hell did you get this number?"). Sometimes it's confused ("sorry, who's calling? where did you get this from?"). Either way, if you fumble the answer, the call is over.
After about 200 dials I've narrowed it down to one truth: the answer that keeps the call alive is the simplest one. Don't lie. Don't dance. Don't say "we have a database." Tell them where you actually got the number, then immediately give them a reason the answer doesn't matter.
The wrong answers
These all kill the call:
- "We have a database of UK businesses." Vague, sounds creepy, makes you sound like a data broker.
- "Your details came up on a list we use." Even worse — implies they're on a list they didn't agree to be on. Now they're worrying about GDPR.
- "I'm not sure actually." You just told them you have no system, no quality control, and you're calling random numbers. Why should they trust the next sentence?
- "It's publicly available information." Technically true, legally defensive, conversationally dead. They didn't ask for a legal defence; they asked a normal question.
The mistake all four make is treating "how did you get my number" as the end of a conversation instead of the start of one.
The pattern that works
Three steps in 8 seconds:
- Tell them the actual source, plainly. ("I got it from your Companies House listing / your website / Google Business listing.")
- Acknowledge the implicit concern. ("I know cold calls are annoying — I get them too.")
- Pivot to why you specifically rang them. ("The reason I rang you specifically is...")
The three-part move works because it stops them planning their hang-up. They came on the call expecting either a creepy data-broker answer or a vague non-answer. You gave them neither — just the truth, plus an acknowledgement, plus a reason to keep listening.
What to actually say (UK B2B example)
For UK trade-business prospects (electricians, plumbers, roofers, builders), my script tree has this branch:
"I got your number from Companies House — your business is listed publicly there. I know cold calls aren't fun; I get them too. The reason I rang you specifically is that we work with [trade] businesses on [specific outcome] and most of you are leaking [specific problem] without realising. Sound at all relevant?"
For B2B SaaS prospects:
"I pulled it from your LinkedIn — your company page lists you as the [their role]. I know it's a bit of a cold call. The reason I'm ringing you and not someone else is [specific company-relevant reason]. Worth 30 seconds to hear what I had in mind?"
Both versions: source named, concern acknowledged, reason for them specifically. About 8 seconds. Total honesty. Most callers won't argue with it because there's nothing to argue with.
When the source is NOT okay
If you bought a list, don't say you bought a list. Bought lists are usually borderline-legal at best (PECR violations are common) and the prospect knows it. Either:
- Don't call those numbers, or
- Say "we work with companies in [their industry] and yours came up in our research." That's vague but not dishonest, and it gets you to step 2 (acknowledge) and step 3 (pivot) without lying.
Honest preference: don't buy lists. Build your own from public sources (Companies House, LinkedIn, Google Business listings). The data is fresher, the targeting is better, and you never have to dance around the source question.
The compliance tangent (UK specific)
Brief, because this isn't legal advice:
- B2B numbers can be cold-called in the UK without prior consent under PECR's "soft opt-in" framework, AS LONG AS the number isn't on the Corporate Telephone Preference Service (CTPS).
- Sole traders + partnerships count as individuals under UK law — they need to NOT be on the TPS register either.
- Limited companies are fair game unless they've registered with CTPS.
Check the registers before dialing. Free, takes 30 seconds. If you're caught violating PECR the fines start at £500k for the worst cases.
I'll write a full post on the UK cold-calling rulebook next week.
The one thing to remember
When a prospect asks "how did you get my number," they're not actually asking how you got the number. They're asking whether they should keep talking to you.
The honest, specific, brief answer signals: "I'm not a scammer, I did my homework, I respect your time enough to tell you the truth." Everything after that is conversation. Everything before that is a binary: keep talking, or hang up.
Build the answer once. Put it in your script tree. Never have to think about it again.
— Alix Founder, APLeads