Forbes contributor Carmine Gallo writes that the best opening line for a sales pitch is, “I know you’ve scheduled an hour for this meeting, but I’ll only take 20 minutes.”

Why? It demonstrates confidence, shows respect for your client’s time, forces you to be resourceful, and makes it easier to maintain your audience’s attention.

The Process

I must be a little bit bolder than Gallo, because I’m going to encourage you to be even more succinct for the first interaction with a potential customer. Here’s how to make your sales calls in less than five minutes of live talking:

1. Do Your Research

Before even picking up the phone, you need to know who you’re calling, why, and what you’re going to say when they pickup. You need to understand your customer and know why your product is the perfect fit for their needs. This could involve liaising with your company’s internal marketing team to find out which target individuals or sectors they have identified as potential clients.

2. Do More Research

Once you’ve identified the companies you’ll call, you need to determine who, specifically, you’ll call there – is it the CFO, Head of Operations, a specific Manager working on a focused project? What is their title and role within the company, and why are they the best point-of-contact for you? Learn as much as you can about the customer and their needs, and build data that enables you to make educated calls. Use social media, such as Linkedin, to find out about the individual you are calling, their role, where they were before, and any personal interests.

3. Develop a Script

Generate a written version of the things you want to communicate to your potential client. Be sure to write it like a script, anticipating possible points of objection or interruption, so that you have alternate responses for every possible outcome. Wherever possible, build the script with someone else or at least have someone proofread it. Then adapt the script to the specific company and individual you are calling, adding in some personal detail.

4. Practice, Practice, Practice

Don’t start dialing yet! Before you call the customer, practice your script several times – either by yourself, out loud, or with someone else. Refine and adjust your script as necessary.

5. Make the Call

Keep it short and sweet – no more than five minutes unless absolutely warranted. The goal of this first interaction is to establish the name of your company and the main benefit you offer – no need to go further than that. I tend to not give away too much information, but make it clear that there is more that I’m happy to share over subsequent meetings. Plant the seed that will encourage them to follow-up with you (or at least make them look forward to your follow-up).

Best Practices

To prevent people from hanging up, the best advice is to be nice. Ask questions and be engaging. In fact, try to lead with a question to encourage them to open-up early in the conversation. When done correctly, the customer should do most of the talking – not you! Your goal is to listen to their needs and determine the best way to meet them.

Sound confident and open. If you sound nervous or stressed, it will come over in the first sentence. Of course, that’s easier said than done! This is why the practice is so important, as it builds your familiarity with your pitch, which creates confidence. Recording yourself with a smartphone and playing it back afterwards will help you to get an impression of how your prospect will react to you.

Troubleshooting

If you can’t manage to speak to the person you hoped to reach, or if you can but they are very busy, commit to calling back at a particular time. Concrete plans are more definitive – and more professional – than a loose assurance that you’ll be back in touch.

The best sales calls are less than five minutes long because they are a precursor of what’s to come. Just like a great amuse-bouche, you don’t want to overload your audience in your first impression – you want to impress them, but leave them wanting more. Make your sales calls as tantalising as a Michelin-star rated appetiser; keep them short and sweet.