Cold calling is all about what it sounds like: it is unfamiliar and new territory. Which is why we sometimes make more calls than we should in a day. The best way to play it is to make just 15 calls, then use the feedback from those 15 calls to tweak your sales pitch. This time, by the time you make the additional 15 calls, you will have changed your script and come a step closer to converting your cold call into a warm lead and a warm lead into a sale.