Unless you want to take whatever clients and projects happen to come your way, making cold calls — that is, choosing and pursuing the prospects you want — is a fact of doing business, whether you like it or not!
So here’s something I notice as I teach clients to make cold calls: almost everyone expects (wishes?) that the people they call will be excited to hear from them. Do you have that expectation too?
If so, it could be putting pressure on your calls, making them more difficult or preventing you from doing them at all.
That expectation is simply not realistic. Think about it. These people have no idea (yet!) who you are and how much you can help them. Why would they be excited or enthusiastic?
The most you can hope for is neutral and open.
Your initial round of calls is strictly research; your goal is to weed out the people and companies who have no interest or need in your services. Pursuing them is a waste of time.
And don’t expect 9 out of 10 to be interested. What’s more realistic is 1 or maybe 2 out of 10 will say, "yes, tell me more" or "yes, send me some information."