Some of you may recognise “Starter for Ten” as a line from the quiz master on the long-running television quiz show, University Challenge. The context here, however, is very different.

 

So what do we mean by starter for ten, exactly? Ten what?

 

You want to know the answer?… Ten seconds. It’s not long, is it?  

 

It’s all the time you can realistically expect anyone to give you when it comes to being effective on the telephone.

 

“Really?”

 

Yes! Think of how annoying it is for you sometimes when people go on and on.

 

“But what do I say in less than ten seconds?”

 

Well, a lot depends on who you’re talking to. But whatever you do, you’ve got ten seconds to make it count. After all, aren’t we trying to establish dialogue (where two people speak), not monologue? So, plan it carefully, especially the opening statements to people. Use your time on the phone sparingly.

 

If “brevity is the soul of wit” (Shakespeare), abandon long voicemail messages. Avoid wasted hours responding to invitations to give away free knowledge and consultation that prospects will use to beat up your competitors with.

 

Sales is supposed to be a simple process. Complexity only occurs when multiple parties with multiple agendas and multiple sets of consequences are discovered. While you should become aware of these factors, remember that unless you’re in a conference call you can only speak to one person at a time.

 

The fact is, people’s attention spans are getting shorter. So don’t hurt yourself and don’t hurt your prospects. Get in, and then get on or get out.

 

How hard is that? Well, I’ve deliberately ensured that it takes you no more than ten seconds to read any of the sentences in this article.

 

And why is it called a “starter” for ten? It’s because ten seconds IS a starter! Any longer than that and it’s in danger of becoming a “finisher”, and damaging your chances with your prospects by unintentionally boring them.

 

That’s quite enough for now. I’ll work on something shorter for next time. And hey, if it’s not enough, you can always ask me for more, can’t you?

 

You probably don’t have any challenges with being brief and to the point on the phone, do you? However, if you do find yourself with the urge to ramble, call 0208 133 0702 or email shaun@phoneforbusiness.com

 

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