Cold calling can be hard! First off, you need to understand that it is a process of unearthing the people who would benefit from your help. This doesn’t include everyone, so don’t be put off when people don’t want to talk. To cold call effectively, avoid being ill-prepared. Have some notes to hand so that you feel confident in what you are saying. Some key points are to explain how you can meet the prospect’s needs and to differentiate your products or services from the competition. You should be able to justify the price and give the prospect reason to buy.