Main Line vs Direct Dial vs Work Mobile Sales Calls 2025

Recent cold calling benchmarks are showing a clear difference between main line (or company switchboard) numbers, direct dials, and work mobile numbers.

TL;DR

• Main line (company switchboard) typically takes about 19 dials for one connect on average.

• Direct dial typically takes about 13 dials for one connect.

• Work mobile numbers see at least 45% higher connect rates than non-mobile lines and can be up to 7 times more effective than calling a switchboard or a desk phone. When the data is accurate, this usually brings the dials per connect down into the single digits.

What the Statistics Show

In one study cited by Klenty, reps needed about 12.7 calls to actually reach the right person when they used direct dials. A "connect" in this case means a real conversation with the person they were trying to reach and not just a ring or a voicemail. When reps called through the main line number, it took about 18.8 calls to get that same live conversation, which is about 50% more calls.

Separately, a large Nooks analysis of millions of calls found that mobile numbers achieve a connect rate that is 45% higher than landlines, and those conversations convert to meetings 18% more often.

A SalesIntel and ScaleX study also reports that reps are 7 times more likely to reach prospects when they call work mobile numbers instead of going through switchboards or desk phones.

Put together, these benchmarks give a clear sense of how many dials it usually takes to reach someone in B2B sales.

Main Line vs Direct Dial vs Work Mobile Table

Here is a simple table to visualize the current benchmarks:

*These are benchmarks and not hard rules. Your results will change based on list quality, your industry, and your call scripts.

Main lines are usually slower because you run into reception, phone menus, or dead ends. Direct dials skip most of that and get you to the right person faster. Work mobile numbers are the quickest option because people usually answer their mobile phones more often.

How Main Line, Direct Dial, and Work Mobile Impact Sales Calls per Hour

If you or a rep makes 25 calls per hour, the benchmarks above roughly translate to:

On a list with mainly Main Line phone numbers:

• 25 dials ÷ 19 dials per connect comes out to be about 1 to 2 live connects per hour.

On a list with mainly Direct Dial phone numbers:

• 25 dials ÷ 13 dials per connect comes out to be about 2 live connects per hour.

On a list with mainly Work Mobile phone numbers:

• With higher connect rates and a dial-to-connect rate that can be up to 7 times better than switchboards, reps can often get 4 to 6 live connects per hour from the same 25 dials.

The type of phone number in your list ultimately shapes how many real conversations your team has each day, even if their total call count stays the same.

How to Improve Your Mix

You do not need to rely on only one type of number. The goal is simply to diversify your mix so you are not just working from lists with only company main lines.

A practical way to start is by auditing your current lists and tagging each number as a main line, direct dial, or mobile. From there, look at how many dials it takes to get a connection for each type. Cut back on low-value main lines, keep a small set only for the accounts you really want to reach, and remove anything that is clearly junk, like repeated reception numbers or dead IVR (Interactive Voice Response) paths.

Next, prioritize direct dials and work mobiles. When you build or purchase data, ask directly what percentage of contacts include a direct dial and what percentage include a work mobile. Start your call blocks with mobiles and direct dials, and use main lines only when you have no other option.

Finally, treat mobile outreach with care. Use short, clear intros and always honor any do not call requests.

How Emarketnow Helps

Emarketnow delivers high-quality lists of human-verified decision-makers with accurate direct dials, work mobile numbers, and main lines. This gives your team cleaner data to work from and increases the time they spend in real conversations with buyers.

FAQ

What is a main line or switchboard number?

A main line or switchboard number is the general company phone number you find on a website or a Google listing. It usually routes to a receptionist, a shared line, or a phone menu rather than a specific person.

Is it wrong to ever call main lines?

No! Main lines can still be useful for high value accounts or in industries where reception reliably routes calls, but they are just not as effective at reaching the decision maker as direct dials and mobile numbers.

How often should I review my dial mix?

Review your data at least once per quarter because job changes and company restructures can affect the accuracy of your list. A quick look at your percent of main lines, direct dials, and mobiles will show whether your team is likely to get only one to two connects per hour or something closer to four to six. For more information on quarterly checks, see our article about it here.