If you're anxious, concerned, shaking in fear about cold calling or approaching business owners in person... is it any different than admitting that you are in desperate need of their approval? You do NOT need approval from the business owner in order to continue in life. If you fail, who cares, move on. You don't want to appear as if you are crawling on your hands and knees into the persons office begging for change.
It all comes down to self image. If you feel you are inferior to the superior business owner, then your self image will falter and you will become anxious.
Realize that your services are in need. Get cocky and act confident when delivering your message.