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The First 20 Seconds Formula
If You've Ever Stared Nervously at The Phone Wondering What To Say On a Prospecting Call...
You're About To Learn The Proven
Smart Calling 4-Part Framework That
Makes Prospects Want To Keep Talking
Get Art Sobczak's proven Smart Calling opening framework and never make a "cold" call again — no awkward scripts, no "Hey you don't know me..." and no more hearing "Not interested" before you finish your first sentence.
You already know you need to prospect by phone. It's how deals start. It's how pipelines get built.
Now... it's time to actually feel confident doing it.
The challenge is, most cold calling advice doesn't really work, gets you partial results at best, or actually makes things worse. Like...
❌
"Just make more calls."
But grinding through 100 calls a day with the same generic script isn't a strategy... it's a recipe for burnout, call reluctance, and a destroyed close rate. Repeating the same mistakes over and over will just get you more of the rejection you fear the most.
❌
LinkedIn "thought leader" advice
"Just say what feels natural" sounds cute, but it's usually what makes the caller feel comfortable about being an interruption, and not providing the prospect with the one question they need answered: "What's in this for me?"
❌
"You don't know me and this is a cold call"
Opening with that triggers an instant STRANGER DANGER response in your prospect's brain. You've handed them every reason to resist and hang up before you've said a single thing of value.
BOTTOM LINE...
You need a proven, repeatable opening framework... one that tells you exactly what to say, in what order, and why each piece works, so you can finally start conversations that lead somewhere without sounding like every other desperate caller hitting their phone.
Here's a crazy question for you...
What if your very next prospecting call started a real conversation... where the prospect actually wanted to hear more?
👉 (And still felt completely natural, with zero sleazy tactics or manipulative scripts)
Sound too good to be true?
Hang tight. I'm about to show you exactly how.
Imagine this...
You pick up the phone, dial the number, and every time... you know exactly what you're going to say and why it works.
✅
You hear "hello"... and instead of panic, you feel calm.
Confident.
Prepared.
At their level. A peer. Not as a perceived pest.
✅
The prospect doesn't cut you off. They lean in and ask you to tell them more. You're having real conversations with people who feel you have something of value.
✅
And that knot in your stomach that used to show up every time you sat down to make calls? Gone. Prospecting will be something you
look forward to, not avoid.
Here's how simple it will be to start every
prospecting call with confidence:
Part 1: The Smart Opening Framework
A 4-part structure that tells you exactly what to say in the first 20 seconds, in the right order, with the right words, so your prospect hears value instead of "COLD call."
Part 2: The Interest-Based Hook
How to do quick, simple pre-call research that gives you something relevant to say ... so your opening feels personalized, not scripted.
Part 3: The Engagement Trigger
The specific technique that moves a prospect from "Who is this?" to
"Tell me more" — without pressure, without tricks, and without sounding like
every other cold caller that day.
You'll no longer need to...
use gimmicky, apologetic, salesy language that you feel uncomfortable saying and that causes prospects to instantly go into "get rid of the cold caller" mindset
go from one guru-recommended opening line to the next, getting shot down each time
grind through dial after dial, burning through leads without even being able to discuss what you actually have to offer
fear that thing many call "rejection"
...and instead, use a simple, repeatable framework you can use on your very next call.
Ready to know EXACTLY what to say in the first 20 seconds of your very next prospecting call, that piques interest instead of resistance — RIGHT NOW?
INTRODUCING:
THE FIRST 20 SECONDS FORMULA
Get Art Sobczak's proven 4-part Smart Calling opening framework, use it on your very next prospecting call, and start hearing "tell me more" instead of "not interested" — without scripts that sound gimmicky and apologetic, tactics that feel sleazy, or advice from people who write about sales instead of doing it.
Inside
The First 20 Seconds Formula,
you'll...
Learn the 4-part opening framework that tells you exactly what to say, in what order, and why each piece works — so you never freeze up wondering how to start a call again
Discover the #1 mistake that triggers an instant "get rid of this caller" response — and what to say instead that keeps prospects on the line
Understand how to build a pre-call research habit that takes minutes, not hours — so every opening feels relevant and personalized to that specific prospect
Get the exact structure for transitioning from your opening into a real conversation — so you're not just getting past "hello," you're setting up the entire call
See the brain-science backed reasons why most online "recommended" openers actually work against you, and what the top-performing callers do differently in their first sentence
Know how to create your own Smart Calling opening statements for any industry, any prospect, any situation, using a repeatable process you'll own forever
See how to quickly and easily turn your opening into a voice mail that leaves the listener wanting to hear more, instead of making a mental note to ignore your next call
Plus… you'll get these FREE bonuses... a $176 total ADDITIONAL value
GET INSTANT ACCESS
Get Art Sobczak's proven 4-part Smart Calling opening framework, use it on your very next prospecting call, and never make a "cold" call again... without gimmicky, apologetic, no-value scripts, sleazy tactics, or one-size-fits-all advice from someone with a year of experience at one SaaS company who now calls themselves an expert.
Here's everything you're getting today...
The First 20 Seconds Formula — Full Training
The Proven Smart Calling Opening Framework (with examples you can model)
Before-and-After Opening Line Makeovers
Plug & Play Opening Statement Templates to Customize for YOUR industry
BONUS: From Cold Call to Smart Call — 37 Openings Reviewed and Rewritten ($97 Value)
Never Be Rejected Again — 150 Secondary Objectives with 901 Questions ($79 Value)
See What Sales Pros Say About Their Smart Calling Success
Ann Beecher, President, Cutting Edge Background Investigations
Craig Manuel, Recruiting Supervisor, Skywalk Group
Bill Ross, Sales, TeamLogic IT
Hi, I'm Art Sobczak,
I've devoted my entire career to helping salespeople start better conversations by phone... without the sleazy tactics, without the manipulative scripts, and without ever hearing "that's just how cold calling works."
I developed the Smart Calling methodology because early in my career it didn't make sense to me that prospecting should be done in the "just a numbers game" way, and that every prospect heard the same pitch.
I believed that people would listen when they heard a relevant message, that was about them, had something for them, and didn't sound like every other salesperson who wanted something from them.
And I was right.
I've been testing, teaching, and refining that process over the past 40 years. Because it works.
Since then, I've trained tens of thousands of sales professionals, written the best selling book Smart Calling, and built a methodology used by companies worldwide across every B2B industry.
I created The First 20 Seconds Formula because the opening is where most calls die ...and it doesn't have to be that way.
And it won't with you when you click the button.
You can have access to all of it within seconds, and I hope you do if you are serious about your prospecting success.
See you on the inside!
If you're thinking "I've tried other cold calling training before and nothing really changed"...
I get it. There's no shortage of sales advice out there — and most of it sounds great in a webinar but falls apart the moment a real prospect picks up the phone. That's not your fault. It's the advice.
Here's what I want you to know: The First 20 Seconds Formula isn't theory. It's a specific, structured framework: what to say, in what order, and why each piece works. You're not learning "mindset." Y
You're getting battle-tested, proven messaging and a process from someone who has been doing this sucessfully longer than most self-proclaimed influencers have been alive.
You're getting a repeatable process you can use on your very next call. And if it doesn't make a real difference in your first 10 calls, you're covered by the guarantee.
If you're thinking "I'm not sure $37 is worth it for something about opening statements"...
That's fair. It sounds like a narrow topic. But think about it this way: how many calls have you made where the prospect shut you down before you got 15 seconds in? Every one of those was a potential deal — gone. Not because your product wasn't right. Not because they didn't need it. Because your opening didn't give them a reason to stay.
Here's what I want you to know: One conversation that would have died in the first 10 seconds but instead turns into a real opportunity... that alone pays for this hundreds of times over. At $37, the math isn't even close.
Frequently Asked Questions
What format is The First 20 Seconds Formula in?
It's a video training you can watch on any device. Computer, tablet, or phone. You get instant access as soon as you purchase and can go through it at your own pace.
How long does the training take to complete?
The core training can be completed in one sitting. But the real value comes when you use the framework on your actual calls. Most people start seeing a difference within their first few dials.
Will this work for my industry?
If you are selling B2B, The framework is built on how people respond to being contacted, and that's universal. Whether you're selling SaaS, financial services, staffing, or industrial equipment, the psychology of the first 20 seconds is the same. Plus, you'll learn how to customize your opening for any industry or prospect.
What if I'm brand new to sales?
Even better. You'll start with the right habits instead of spending years unlearning bad ones. The framework gives you a clear, step-by-step structure so you're never guessing what to say.
What if I've been selling for years?
Many experienced reps have not been taught a structured approach to the opening. They've been winging it. Successfully enough to survive, but leaving deals on the table they never knew about. This fills that gap. Plus, the most successful experienced sales pros know they never stop learning and getting better.
Is there a guarantee?
Yes. Use the framework on your next 10 calls. If you don't notice a real difference in how prospects respond, send an email and get a full refund. You have 365 days.
Have more questions?
Don’t hold back… we’re happy to help!
We’d love to know what's on your mind, questions, hesitations, feelings, etc!
Just send an email to [email protected], and we'll get back to you ASAP. Or, call (480)699-0958.
After going through
The First 20 Seconds Formula, you'll...
✅ Know exactly what to say when a prospect picks up, without freezing, fumbling, or falling back on a script
✅ Have a repeatable 4-part opening framework you can customize for any industry, any prospect, any situation
✅ Understand why most "recommended" openers actually trigger resistance, and what to do instead
✅ Feel genuinely confident picking up the phone, not because you pumped yourself up, but because you're prepared
✅ Start more real conversations that lead to qualified appointments and pipeline
✅ Stop wasting dials on openings that kill the call before it starts
✅ Walk into every call knowing you're going to win something, even if the prospect says no
This isn't just about the first 20 seconds of a call...
It's about what happens when you're no longer afraid of the phone. When prospecting stops being the thing you dread and starts being the thing that builds your career, your income, and your confidence.
One better opening leads to one more conversation. One more conversation leads to one more opportunity. And one more opportunity changes everything.
Smart Calling taught me how to effectively phone prospect... doing the research and developing an effective, well-thought-out opening. Since I have used this, I have tripled my meeting rates and sales. Being in a remote area, I now can make sales across the State without wasting time and gas getting there just to prospect. I highly recommend Art's material because it is so real world. It's not a 'One Size Fits All' approach and it is not a result of somebody's fever dream of what the sales process really is. It is the ultimate 'How To Guide' on how to prospect and turn that touch into a sale.
Here's something else worth considering...
If you grab The First 20 Seconds Formula today and it doesn't work out, you're covered by the guarantee. No risk. No loss.
But if you don't?
Tomorrow morning you'll sit down to make calls with the
same knot in your stomach. The same opening that gets the same "not interested."
The same frustration of knowing you have something great to offer but never getting the chance to talk about it.
A week from now, nothing's changed. A month from now, you've burned through more leads with nothing to show for it.
A quarter from now, you're still wondering why the phone feels so heavy.
So ask yourself: what's the real risk here?
For only $37 (seriously, just $37!) you can find out what happens when your very first sentence makes a prospect want to hear more.
GET INSTANT ACCESS
Get Art Sobczak's proven
4-part Smart Calling opening framework, use it on your very next prospecting call, and never make a "cold" call again... without gimmicky, apologetic, no-value scripts, sleazy tactics, or one-size-fits-all advice from someone with a year of experience at one SaaS company who now calls themselves an expert.
Here's everything you're getting today...
The First 20 Seconds Formula — Full Training
The Proven Smart Calling Opening Framework (with examples you can model)
Before-and-After Opening Line Makeovers
Plug & Play Opening Statement Templates to Customize for YOUR industry
BONUS: From Cold Call to Smart Call — 37 Openings Reviewed and Rewritten ($97 Value)
Never Be Rejected Again — 150 Secondary Objectives with 901 Questions ($79 Value)
Get Started Risk-Free.
You're Covered By Our
100% Money-Back Guarantee
I want you to find out for yourself how you can open your calls more successfully, with zero worries, so I've set up a 365-day, no-questions-asked, money-back guarantee.
Get in today. And if The FIrst 20 Seconds Formula doesn't meet your expectations, just send me an email and I'll refund you 100%.
(480)699-0958
Thought Leaders Institute
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