I 'assumed' (damn) that he was calling homes with such a soft opening. If it's his style, he just needs to do it.
You're completely right if you're calling on businesses. Be friendly, get to the point, and ask a few questions.
Perhaps he is.. but even if you are calling people at home, they are not normally waiting around for your call and you are an interruption.. Still need to get to the point..
When a call begins with soem type of apology, the automatic mental responses is , "If it is so awkward then why are you doing it"
I like Josh's approach much better.. quick, to the point, and does not ask for personal information.. who is your agent, company, price, etc. before you have the prospect involved in the conversation.. To ask about those things in the initial approach tends to get a "none of your business" response..