Your 20-Second Opening
Forty ways to craft a twenty-second opening that is warm, clear and hard to hang up on.
The first twenty seconds decide the call. Be clear, be kind, be brief.
40 tips that really help
These ideas come from undefined, and everyday practice. The first six help the most. Pick one and try it today.
Why twenty seconds
People decide within moments whether to stay on the line. A short, clear opening earns you more time. Twenty seconds is enough to earn the next minute.
Say your opening aloud with a stopwatch running. If it is longer than twenty-five seconds, cut the least useful sentence.
Say who you are
Give your name and company in one calm breath so the listener can place you. Write that sentence out in full. Say your name clearly, and the listener can place you.
Write your full introduction in one line. Say it slowly, with a pause after your name.
Say why you called
A reason that is about them, not about you, is the strongest start. Write one reason in a single line. Give a reason that is about them, in one clear line.
Write one reason in a single line, about the listener. Ask yourself, ‘Why would they care?’
Link to their world
Mention a problem you know people in their position face. Write the problem in their own words. Name a problem in their words, and they will listen.
Write one problem that your ideal customer feels, in their words. Turn it into one sentence for your opening.
Ask permission
Asking ‘Do you have a minute?’ shows respect and often earns real attention. Add it to your opening. A polite request for time earns real attention.
Add ‘Do you have a minute?’ to your opening. Use it on your next five calls.
Admit the interruption
Saying ‘I know I am calling out of the blue’ disarms many people. Try it on your next call. Admit the interruption, and many people relax.
Write the line ‘I know I am calling out of the blue.’ Say it after your name on your next three calls.
Use plain words
Everyday language is easier to follow and easier to trust than business jargon. Replace one jargon word today. Plain words are easy to follow and easy to trust.
Read your opening aloud. Mark any word you would not use with a friend.
Keep sentences short
Short sentences are easy to say calmly and easy to understand. Split your longest sentence in two. Short sentences are easy to say and easy to follow.
Write your opening in sentences of ten words or fewer. Read it aloud and mark where you run out of breath.
Speak slowly
Nerves make you rush. Slow down by about ten percent. A slightly slower voice sounds calm and sure.
Record yourself saying your opening. Listen, and mark where you rush.
Smile as you dial
A smile changes the sound of your voice even over the phone. Smile before you press call. A smile can be heard, so smile as you dial.
Put a sticker or a note by your phone saying ‘Smile’. Smile for three seconds before each call.
End with a question
A question hands the conversation to them and invites a reply. Write your closing question now. End your opening with a question, and the conversation starts.
Write a closing question for your opening that cannot be answered with a flat no. Read it aloud, with a friendly rising tone.
Avoid "How are you today?"
This phrase signals a scripted sales call and invites a quick goodbye. Replace it with your reason. Skip the stock greeting and give a reason.
Check your opening for ‘How are you today?’ Replace it with your name and your reason.
Avoid "Did I catch you at a bad time?"
It plants the idea of a bad time and invites a no. Use ‘Do you have a minute?’ instead. Ask for a minute, not for a bad time.
Check your opening for ‘Did I catch you at a bad time?’ Replace it with ‘Do you have a minute?’
Avoid long introductions
Nobody wants your company history in the first twenty seconds. Cut your introduction in half. Keep your introduction short, and get to what matters to them.
Write your introduction as you say it now. Cut it to two short sentences.
Do not ask for a decision yet
The first call is for starting a conversation, not closing. Ask for a short chat instead. On a first call, ask for a small step, not a big decision.
Write the small step you want from a first call. Make it easy, such as a ten-minute chat or a short note.
Practise out loud
Your mouth needs rehearsal as much as your mind does. Say your opening five times today. Say your opening aloud until it feels natural.
Stand up and say your opening aloud five times. Mark any word that feels stiff and change it.
Record yourself
Hearing your own tone shows what you cannot feel while speaking. Listen to one recording this week. A recording shows what you cannot feel while speaking.
Record your opening on your phone. Listen, and note three things to keep and one to change.
Test two versions
Small wording changes can double the response. Use version A and B on five calls each. Test two versions, and let results choose.
Write two versions of your opening, A and B, with one clear difference. Use each on five calls.
Measure the replies
Counting results shows which opening really works. Keep a simple tally on paper. A simple tally shows which opening works.
Draw a sheet with columns for no answer, voicemail, brush-off, conversation and next step. Mark each call.
Keep the best version
Once you find a winner, use it consistently and improve it slowly. Save it where you can find it. Keep your best version, and improve it one step at a time.
Write your best opening on a card, with the date. Keep it by your phone and use it daily.
Personalise one word
Using their name or company makes the call feel meant for them. Add one personal detail. One personal detail makes a call feel meant for them.
Add a blank slot to your opening for one personal detail. Before each call, spend two minutes to find a name, a place or a product.
Match their energy
If they sound brisk, be brisk; if they sound relaxed, ease down. Listen to their first sentence. Listen to their energy, and meet them there.
On your next call, listen to the first sentence for pace and tone. Adjust your pace a little to be close to theirs.
Adapt to the role
An owner, a manager and an assistant need slightly different openings. Write two versions. Speak to the role, and the opening lands better.
Write two versions of your opening, for two roles. Change the reason and the key words, not the whole script.
Adapt to the industry
Using their terms shows you understand their world. Learn three industry words. Use the words of their industry, and trust grows.
Pick one industry you call. Read a trade site or forum, and write three terms.
Notice the time of day
Early mornings and late afternoons feel different to the listener. Note which times work best for you. Notice when people answer, and call at those times.
For two weeks, note the time and the result of each call. Look for the best hours.
Prepare for interruptions
They may speak first, so be ready to pause and listen. Practise stopping mid-sentence calmly. Be ready to stop, listen and answer calmly.
Ask a friend to interrupt you in a practice call. Stop at once, listen and answer in one line.
Prepare a second sentence
If they say ‘go on’, you need the next line ready. Write your follow-up sentence. Have a second sentence ready, so you never freeze.
Write one or two lines to follow your opening. Make them a short story or a clear benefit, plus a question.
Prepare a graceful exit
If they say no, a kind reply keeps the door open. Write a one-line thank-you. Plan a graceful exit, and a no can still be a good call.
Write your one-line exit. Practise it in a warm voice.
Stand while you call
Standing improves your breathing and gives your voice more energy. Stand for your next five calls. Stand while you call, and your voice has more energy.
Stand up before your next call. Place your feet apart and relax your shoulders.
Keep notes within reach
A simple outline helps if your mind goes blank. Put three bullet points beside your phone. Keep a short outline within reach, in case you go blank.
Write four bullet points on a card: name, reason, question and goal. Put it beside your phone in large writing.
Warm up first
Start the day with an easy call so your voice is ready for harder ones. Call a friendly contact first. Warm up with an easy call before the hard ones.
Pick one friendly contact for your first call of the day. Hum for twenty seconds, sip water and say your opening once aloud.
Review your calls weekly
A short weekly review turns experience into improvement. Listen to one call each Friday. A weekly review turns experience into improvement.
Put a twenty-minute review in your calendar for Friday. Look at your tally, and listen to or recall one call.
Ask a colleague for feedback
Another person hears things you miss. Ask them to listen to your opening. Ask someone to listen, and learn what you cannot hear.
Ask one colleague or friend to listen to your opening. Ask for one thing that works and one thing to try.
Share your best opening
Teaching others sharpens your own understanding. Send it to a teammate. Share your best opening, and everyone improves.
Write your best opening and one line on why it works. Send it to one teammate or friend.
Use it in emails too
The same clear reason works well in writing. Adapt it for one email. A clear opening works in speech and in writing.
Copy your best opening into an email, in four or five lines. Put the reason in the subject line.
Shorten it for voicemail
A voicemail version should be even shorter. Cut it to ten seconds. A voicemail needs a shorter version of your opening.
Cut your opening to about ten seconds. Add your number twice, slowly.
Update it every quarter
Markets and customers change, so refresh your words regularly. Put a reminder in your calendar. Review your opening every quarter, and keep it fresh.
Put a quarterly ‘opening review’ in your calendar. At the review, read your opening and your recent notes.
Keep it human
The best opening sounds like a person talking, not a script being read. Read it aloud to a friend. Keep it human, and people will listen.
Read your opening aloud to a friend. Ask, ‘Does this sound like me?’
Celebrate good openings
Noticing what works builds confidence and keeps you improving. Note one call that started well. Notice your good starts, and you will make more of them.
After your next call block, write down one call that started well. Note what you said and how you said it.
Write yours now
The best opening is the one you actually write down and use. Draft your three sentences today. Write your opening now, and use it today.
Write three sentences: who you are, why you call and your question. Read it aloud and cut it to twenty seconds.
Easy things to say
When you are stuck, pick one of these. They work in many sales conversations.
“Hi, this is Sam from Bright Tools.”
“I am calling because many shops like yours struggle with stock counts.”
“Do you have a minute?”
“I know I am calling out of the blue.”
“Is that something you deal with too?”
“Thank you for taking my call.”
Your first week
One small action a day. Each day is only a little bigger than the last.
Write your opening in three sentences
Time it to twenty seconds
Say it aloud five times
Record and listen
Use it on three calls
Change one word
Compare the replies
Further reading
- Fanatical Prospecting (Jeb Blount)
- Cold Calling Techniques (Stephan Schiffman)
- The Little Red Book of Selling (Jeffrey Gitomer)
The tips above are written in our own words and are general guidance. The books are suggestions for further reading.
More lessons in “Make the First Contact Count”
Keep going. Small steps every day make a big change.
← Previous: Why Calls Still Beat EverythingNext: The Friendly Interrupt →
- Why Calls Still Beat Everything
- Your 20-Second Opening
- The Friendly Interrupt
- Open With a Reason, Not a Pitch
- Get Past the Gatekeeper Kindly
- Leave a Voicemail People Return
- What to Do When They Say "Not Interested"
- Subject Lines People Open
- The Three-Sentence Email
- Personalise in One Line
- Make One Clear Ask
- Follow-Up Emails That Do Not Annoy
- The Friendly Breakup Email
- Fix the Mistakes That Land You in Spam
- A LinkedIn Profile That Attracts Buyers
- Connect With a Note, Not a Pitch
- Comment Your Way Into a Conversation
- Share Posts That Show Expertise
- Slide Into Messages Politely
- Turn a Like Into a Call
- Social Selling in 15 Minutes a Day
- Walk Into a Business With Confidence
- Your 10-Second First Impression
- Handshakes, Smiles and Eye Contact
- Start a Chat at an Event
- Hand Out Cards the Natural Way
- Read the Room Before You Speak
- Leave Something Memorable Behind
- Ask for a Meeting Without Begging
- The 15-Minute Offer
- Propose Two Time Options
- Confirm Meetings So They Show Up
- Reduce No-Shows Politely
- Rescue a Stalled Conversation
- I Am Busy: What to Say
- Just Send Me Information
- We Already Have a Supplier
- Send Me an Email
- Call Me Next Quarter
- Stay Friendly and Stay in Touch
