The 3 Acts of the Perfect Telephone Sales Call

The best salespeople don’t sell products or services, they sell a story. It’s a story that establishes the credibility of the players, confronts the audience with important questions leading to an exciting climax, and concludes by tying up all the loose ends to deliver a complete performance from beginning to end.

Nearly everyone is familiar with the common Three-Act Structure, the nearly ubiquitous storytelling model used in most plays, novels, films, and even music.

The Three-Act Structure is used to divide a story into three Acts:

The 1st Act (sometimes called the Setup) is used to establish the main characters, their relationships and the world they live in.

The 2nd Act (sometimes called Rising Action), typically depicts the character’s attempts at confronting a problem raised in the first act.

Finally, the 3rd Act features the resolution of the story and its subplots. Usually, the climax, or the most significant turning point in the story, is usually placed between the 2nd and the 3rd Act.

Using the 3-Act-System for Telephone Sales Calls

When communicating anything, it’s a good idea to align one’s message with universally-known conventions. We have found, after over of a decade of successful healthcare telephone training, that linking the telephone sales call with something as universally well-accepted as the 3-Act Structure makes sense to customers and to telephone sales people alike.

So, what does the 3-Act Telephone System Call look and sound like?

  • Act 1: The Greeting. From answering the phone with an appropriate greeting, introducing the practice and oneself, getting important enquiry information, and initiating the first trial close, the Greeting aims to setup the call in the best possible way.
  • Act 2: The Opening. The process of closing begins with opening and that involves asking open-ended questions that reveal the prospect’s perceived problems and pains, their dominant buying motives, their desired outcome, their criteria for choosing a provider, any concerns they may have, and their timing.
  • Act 3: The Close. A great greeting and opening will lead to an easy close, where the prospect essentially sells themselves into booking an appointment with you. All that’s left is to gather the necessary details, process any deposits, and provide wrap-up instructions for the appointment.

Does the 3-Act Telephone Sales System work?

We’ve trained
  • over a hundred healthcare telephone sales people
  • in various healthcare specialities
  • in premium practices, large hospital settings and value-positioned businesses
  • in 3 continents
  • and even with English as a second language
and we have no doubt that this system helps increase telephone conversion rates, as long as it is trained, practiced and consistently applied. Here, you can read reviews from the participants engaging in our courses

NOTE: The best way to answer that nagging question about practice growth or marketing or patient volume in the back of your mind is to book a free 15-minute compatibility call. Get some options and go away with a clear idea of what’s possible.

About the author


LiveseySolar’s mission is to double the size of 150 cataract and refractive surgery practices. Using our proven marketing frameworks and deep market knowledge, our customers can predictably and sustainably grow their practices so that they can enjoy a healthy balance between both worlds – a successful private practice and a happy life.

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Meet our Founders

We’re passionate about helping leaders of high-quality, growth-minded practice owners double their practice revenue

Rod Solar

Founder & Scalable Business Advisor

Rod Solar is a co-founder of LiveseySolar and a Scalable Business Advisor / fCMO for our customers. Rod mentors and coaches CEOs/Founders and their leadership teams to double their sales, triple their profits, and achieve their “ideal exit”.

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LiveseySolar completely transformed the way we were approaching this… We’ve gone from having just the dream of having a practice to having a practice up and running with people making inquiries and booking for procedures… It’s extremely pleasing. We feel lucky we connected with LiveseySolar.

— Dr Matthew Russell, MBChB, FRANZCO, specialist ophthalmic surgeon and founder of VSON and OKKO

Laura Livesey

Founder & CEO

Laura Livesey is the co-founder & CEO of LiveseySolar. She has developed powerful refractive surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.

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Rod and Laura know as much about marketing surgery to patients as I know about performing it. They are an expert in the field of laser eye surgery marketing. They know this industry inside out. I believe that they could help many companies in a variety of areas including marketing materials, sales training and marketing support for doctors.

— Prof. Dan Reinstein, MD MA FRSC DABO, founder of the London Vision Clinic, UK