Target Marketing combined with short and to the point. First, know your market. Only approach those who KNOW could benefit from your service. Make the calls short and on point. When cold calling, I know my audience and I only ask for 11 minutes of their time. I can present my product in under 6 minutes leaving them enough time to answer questions. The key of the initial call is to get the appointment, NOT make the sale! Too many people try to go from Hi to Buy in under 3 minutes on the phone when someone's day has been interrupted! Also helps to call before 8AM and after 4:45PM as those time the gatekeeper is usually not answering the phone. I find 5-6PM on a Friday night to be a good time as most business owners are still cleaning up from the week. Again, know your prospect. This may not apply to you if your prospects are employees looking to get home!