Got the following response from JABRA customer service. It works with the first instruction to hold the button until you hear the second beep. However, I've posted the entire response in case it is helpful to anyone in the future.
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To initiate voice dialing with the BT3010, press and hold the answer/end button until you hear the second beep. Release the button. You should now hear the script. If you still cannot hear the script, the Bluetooth software in the headset and phone may not be synching up properly. Please perform the below reset procedure:- Turn the headset off.
- Plug the headset power supply into a wall outlet.
- Connect the headset to the power supply for 5 seconds.
- Disconnect the headset.
- Remove the headset from the phone Bluetooth menu.
- Turn the phone off.
- Remove the battery (and sim card, if removable), and hold out for 5 seconds.
- Re-install the battery (and sim card, if applicable) and turn the phone on, but do not touch any settings.
- Put the headset into pairing mode by pressing and holding the answer/end button until you see a steady blue light (light will blink first). Release.
- Perform the pairing procedure for the phone.