Whatever it is you say, it needs to be short and catchy. When the prospect picks up the phone, he or she is not expecting a phone call, and the chances are that they are thinking about something else completely. You have to introduce yourself to the prospect and explain the value that you may be able to offer him or her in only a few seconds.
If a prospect thinks that you have some value offer, they will extend the conversation for another 30 seconds to a minute. If they think what you are talking about is not providing value, then they will quickly end the call.
So, what is the value you offer your prospect in those first 10 to 15 seconds on the phone to them?