Something that works for many is to see cold calling as trying to help someone, rather than trying to "sell" something. You are calling, because your aim is to provide them with something that will improve something for them. This also entirely depends on who the customer is (there is not a "perfect" product that would be beneficial for everyone), so see it more as discovering the needs of a person, and seeing if what you sell aligns with that. From there, you help them make a decision. You are not "selling" them anything, you are just trying to help them make a decision, and if the best decision for them would be to not buy, then don't let them buy. Note: This of course requires that you sell something you believe in and has a positive impact. This is why conviction is so huge when selling.