In today’s edition, we explore why the first five minutes of a sales call matter more than most people realise. It’s not about the close, it’s about the opening. Those early moments decide if your prospect leans in or checks out. Nail them, and you control the call. Miss them, and you’re fighting uphill. Let’s break down exactly what to do.

This week’s suggested resource: 12 tips to have a better first call​

Hello Reader,

A few summers ago, I visited two beachfront bars.
Both on different days, of course…

Now, I’m not going to dive into deep details about the interior design choices; I just want to pinpoint one difference between the two.

The first one had solid oak wooden tables. When you placed your drink on it, it gave the feeling of reassurance and quality. I instantly relaxed, sat down, and happily spent my time there.

The second bar, however, was a different story. Plastic tables. It wasn’t the most stable. It was a little wobbly and flimsy. It did not inspire confidence. I had some near scares where I thought the table would collapse with my drink every time I moved, and my knee knocked one of the table legs!

Now, the reality is that both these bars served drinks. Both had similar views. But the first impression sets the tone for the rest of the evening.

So yes, first impressions do matter.
Because it sets the mood and changes the entire experience going forward.

And it’s exactly the same on your sales calls.

You can have the best solution in the world, but if you don’t get the first five minutes right, you’ve already lost most of your leverage.

Here’s why the first five minutes matter more than the pitch itself…

1. People form impressions in seconds.

Research shows humans make snap judgments in the first 50 to 100 milliseconds. Although, that’s more towards the visual side. If you’re on a call, you have a few seconds. But the way you greet, your energy, your pace it all stacks up instantly.

2. Prospects decide whether to trust you early.

According to leading sales research, most prospects have emotionally committed to staying or checking out within the first five minutes. So if you get it wrong here, your call is fighting against a closed door.

3. It sets the tone.

If you sound distracted, rushed, or overly “salesy,” you trigger immediate resistance. But if you sound calm, confident, and genuinely curious? They lean in. Embrace that behaviour then in your first 5 minutes, and watch your calls last longer.

How to win the first five minutes (step-by-step breakdown)

1. Greet with warmth

Smile. Even if they can’t see you. Your tone will change and you can hear it.
Start with their name, a light energy, and thank them for their time.

2. Make it personal

Avoid diving straight into business. Reference a LinkedIn post they made, a mutual connection, or even a podcast they appeared on. Show you did your homework.

3. Set a clear agenda

Let them know why you’re calling and ask, “How does that sound to you?”
​This gives the prospect a sense of control and lowers their defences.

4. Hook them fast

Reference a key challenge you help people like them solve.
Example: “I noticed your team’s scaling fast. Other [job titles] I’ve worked with find that hiring outpaces training. Curious, is that on your radar right now?”

Quick tips to win early:

• Use a visible agenda to keep yourself on track.
• Focus on their world, not your product.
• Stay conversational, don’t sound scripted.

The halo effect is real, and that’s why this works. Starting strong will set the mood for the rest of the conversation.

The early alignment builds trust and keeps the prospect engaged. It lowers resistance and makes your questions feel like a partnership, not interrogation.

The bottom line is that the first five minutes aren’t just a warm-up. They are where the call is won or lost. Treat them like a solid wood table. Not the flimsy plastic one.

Try this on your next first calls, and let me know how it goes.

​
James

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