In The Know with Kelly Grafton: Politeness in prospecting

Tech Sales is for Hustlers

In this episode, Kelly Grafton welcomes back Dr. Bitty Balducci, Assistant Professor of Marketing and cold call researcher, to explore the science of politeness in sales. Drawing from tens of thousands of calls, Bitty breaks down how simple choices in language can protect a prospect’s “face,” reduce friction, and create a more productive conversation.
You’ll learn:
- Why politeness matters in cold calls and how it prevents hang-ups and hostility
- The two components of politeness: niceties (please, thank you, respectful phrases) and deference (softening statements to recognize autonomy)
- When niceties are most effective during the call and when they can backfire
- How hedges like “could,” “may,” or “maybe” make next steps feel collaborative instead of forced
- The difference between politeness and formality, and how to use each intentionally
Packed with real call examples and practical tips, this episode gives SDRs the tools to communicate with confidence while respecting their prospects.