I did a little bit of cold calling when I was running a start-up. It's supposed to be really intimidating, and I have to say that before each call, I'd take a few minutes to warm myself up and think 'the worst they can do is say no'.

However, I went into EVERY call, knowing the person I was calling. I'd research via LinkedIn, and find out everything I could about that person, and the business.

I was amazed at how many times I'd contact somebody and they'd already heard of my business, and were keen to do business with me. At the same time, more often than not, things didn't work out. But as some have said the key is to know what you're selling, and you're not selling your product, you're selling what your product can do for them. Make sure you're able to speak to that. "I thought it would be great if you guys had x,y,z and could do a,b,c for your customers. It would ease problem a for you, and I'd estimate, based on what I know of your company, increased revenues of y".

Make it easy for them, hand them your business on a silver platter. Like I said, most times you won't get the sale, but you'll make more contacts in the industry, they may recommend you to other potential partners, or who knows.

Don't think "I'm going to sell them", think "I'm going to help them".