Open Stage – Perfecting Your Cold Calling Structure

This article is the second part of the series on the topic of the perfect phone call structure. If you missed out on the first article then it’s essential that you give it a read, you can find the article below:

So remember the structure to follow for any call is

“Only I Can Love Prospecting”

Outlining the structure that is:

  • Open
  • Intrigue
  • Captivate
  • Lead
  • Position

In this article we’re going to delve into‚Ķ


So the open part of any call encompasses those brief initial moments of the conversation. We’re talking the first 10 seconds of any conversation.

So what’s important in this part of the call? Well the most important thing here is the perception of the buyer. Irrespectively of your level of astuteness, they’re going to thin slice you, meaning to make a snapshot judgement about you. Therefore it’s integral that you come across in the right manner, if their perception of you is poor, you’ll have failed before you have even started.

So what are the key things you need to do to ace this part of the calling structure. Well that would be your perception control, denoted as this because through manipulating your approach for these items, you can control the buyers perception of you.

The perception control elements include:

  1. Positivity

    No one wants to talk to anyone whom is sullen, so be positive, and let that positivity shine to have a reciprocated effect to the person on the other end of the phone, even if they’re a miserable bore!

  2. Tonality

    There’s nothing worse than being monotone. Nine times out of ten, if you approach a call with a monotone voice then that call will be over in a matter of seconds. If your voice is droning then you’ll bore that person on the phone, if they’re bored they won’t want to continue with the call.

    So vary your voice tonality, it’s easier said than done but practice and you’ll become a master of tonality

  3. Speak naturally

    Never script, only guide. Scripts won’t sound natural, so don’t be inclined to read something word for word. That being said, don’t approach calling without any reference material, have a guide. That guide should be key points to mention, so for instance the structure or some key things you can reference.

    Have a read of our previous article about reference literature which you can find here:

  4. Pace

    The common flaw of many a novice sales person. They’ll be so keen to speak to a decision maker and get as many points across as possible that they’ll talk at a thousand miles an hour. Refrain from being this sales person. Instead speak slowly and clearly, this demonstrates an air of confidence and authority.

    Try the use of a pause, it’s a fabulous technique to slow down your pace. Not only that, it also gives both you and the person on the other end of the phone time to ponder.

  5. Professionalism

    Quite self-explanatory but we see sales people fall foul of this every day. Be professional and be respectful, lose certain conversational language, things like ‘Mate’ or ‘Fella’ we always advise to speak in the same respectful way you would if speaking to your grandparents

    Be cautious not to put on any overly professional sales voice too, buyers can sense this from a mile off and it’ll put their guards up. Speak as you normally would, but remain professional.


In the open part of the structure, all we’re going to do is

  • Introduce ourselves
  • Authority check


  • Do this as you normally would “Hi John it’s Simon, How’s your day going?” or whatever format suits you. Some experts will advise against the “how’re you?” or alike question. We haven’t got a major problem with it, more often than not we see it as a polite gesture, but if you want to drop it then it’s down to you.

Authority Check

  • First and foremost in the Open stage of the call, we need to get through to the decision maker. You may already know whom the decision make is, but if you don’t then carry out an authority check. Find out whom looks after X decision and ask to speak to them.

This is all the Open stage of the call structure comprises of. The most important parts to be mindful of are your perception control. Master this and you’ll set yourself up perfectly for the remainder if the call.

Do look out for our next article which will be on the Intrigue part of the calling structure.

If you enjoyed this article then why not have a read of some of our others below:

Also do follow the blog if you get a chance, simply enter your email address below and you’ll never miss out from a future valuable article:

Leave a Reply