I cold call myself, have done since my first day with "sales" in my job title 20 about 18 years ago.
My first day I was told to ensure the reseller database was up to date as the contact details had been allowed to lapse. Remembering my background was tech -- I knew all about the product -- it was daunting to have to call people I didn't know rather than take calls from people who wanted help.
My first ever sales call then and the phone rang at the other end for a while before a chap answer.
"Company Blah" he said (not saying who they are, but they were and are a very big computer reseller)
Me: "Hello, I wonder if you can help, it's Ian Hendry here from Torus, you are a resellers of ours. I have just inherited what I believe to be an outdated database and I wonder if you would help me? I have Paul Rodgers down as the product manager for network products, is that correct?"
Him: "You tell me, shouldn't you know?"
Me: "Yes, but we don't. That is why I am asking for your help please"
On it went in a similar vein. I was polite, he wasn't. It turned out the MD had answered the phone as he passed reception as the girls were busy. Just my luck, but it taught me a few important lessons:
1) Expect people to be rude and always be polite in response; people will speak to you how you speak to them (this also includes being too technical -- if you are they'll just delegate you down to a techie)
2) Prepare yourself as well as you can speak to the people at the other end, because they'll punish you for ignorance or if you don't know their business
3) The guy who answered the phone on that occasion was, and probably still is, an utter tw*t
18 years on I rarely have a bad conversation on the 'phone now when cold calling, maybe 1% of them are bad. But then I elect to do it myself rather than put a spiv or div on the phone who is needlessly pushy or clueless. And if anyone isn't interested I make a note and move on to the next one. I can't afford to spend 10 minutes trying force something down someone's throat when they aren't prepared to disclose a need.
I wouldn't say there is an art to cold calling, but you need to understand why you are doing it and why people would be interested in dealing with a stranger. You can make it work for you, but you NEED to make it work.
Sorry I have gone on, but just wanted to give this discussion some perspective from the other side.
IH