A system and method for automatic assignment of outbound and inbound call identity between a salesperson and a client is disclosed. For automatic assignment of outbound call identity between a salesperson and a client, a salesperson places a call to the telephone number of the client. A phone server matches a sales group to a salesperson and an entered sales group and an NPA (i.e., area code) of the client in a database. If a match is found, the phone server substitutes a replacement caller ID for actual caller ID of the salesperson. When the client answers the call, the replacement caller ID or default caller ID is displayed on client's phone. For automatic assignment of inbound call identity between a client and a salesperson, the client places a call using the replacement caller ID. The phone server searches the database for a sales group that matches the DID of the replacement caller ID. The phone server rings the telephones of salespeople that match the sales group entry in order of the most “efficient” salesperson of the group until one of the salespeople answers their phone.