A teleprospector basically has about 10 seconds of speaking before the prospect agrees to listen, and another 10 seconds to set the hook. The person on the other end is only hearing about every 3rd or 4th word, so you must make sure you choose your key words carefully.
What's the old saying? If you don't have a destination any road will take you there? I've worked on lead generation projects where the outcome was simply "more". As in, we need more leads. That means there's a gap between what the client wants and what they have, and it's my company's job to close that gap.