According to research conducted by Xerox Learning Systems, the average length of a successful sales call is 33 minutes. But the first 30 seconds are critical. In 30 seconds, the buyer often decides whether or not to give you more time.

Top salespeople are able to get a prospect's attention quickly and hold it. Thirty seconds seems to be the "magic number." According to Milo O. Frank, 30 seconds is the attention span of the majority of Americans. Frank's book, How to Get Your Point Across in Thirty Seconds or Less (Simon and Schuster, 1985), offers insights into the process and good advice for salespeople.

One of the truly great compliments a client can pay you as a salesperson is to remember what you've said. The way to be remembered is to leave them with something they can remember and use. Hook them. Teach them. Sell them.

It is believed that understanding and using the six components of a 30 second message can improve your effectiveness as a salesperson. Here's how these principles apply to you.

Identify your objective

Best advice is to write down your objective for the call in one sentence. The discipline of writing a one sentence description helps you focus your thoughts and creativity on accomplishing your objective.

Know the person you are pitching

Top billers take the time to consider who will receive their message and how that message will be received. It's a good idea to jot down facts you know about your prospect. The easiest way to start is to list ten things.

Choose the right approach

The key decision to make in this stage of preparing your 30 second message is what appeal you will use. What is going to motivate your prospect to act?

Learn how to implement the hook

The "hook" is one sentence that grabs attention and gets your message remembered. It is the headline, the lead, the reason people are going to keep listening. Build your one sentence hook around the most dramatic, humorous or interesting part of your 30 second message.

Dramatic: "I got such good results for one client that he invited me to their company Christmas party"

Humorous: "One reason to work with me is my complete ignorance about your business and my lack of preconceived ideas about how you should run your business"

Interesting: "In just a moment, I want to show you a seven-point checklist to help you add power to your __________"

Build the body of the message

Now that you've grabbed attention you have to deliver. The body of the message includes the who, what, when, why and how. Here is where you present your evidence. You support the "hook" and prove your point.

Decide on a close

There is no reason to go through all the work of crafting a 30 second message and then leave out the close. The close you choose will tie in with your objective. You will ask for the action you want.