It's a difficult situation to judge when picking up the phone with a strange number or "number withheld" displayed on the handset.... however I always just say Hello....
I recently got a landline installed to which few people have the number and I received a call on it, when I was not expecting to (most people ring my mobile or text me)... when I picked up the call and said Hello, it was clearly a call centre and the caller was trying to either sell me something or was conducting a survey... I simply said no thanks and they ended the call...
As it's been said many times before, the industry needs to be vastly improved and companies need to be dealt with if they call people for no legitimate reason...
I appreciate this is somewhat of an unusual reply.. but that's my feelings..
If they ring again, it maybe worth speaking.. even just a hello, to see if you get a reply...