So I made about 10 calls that took about 2 hours but only because every single one of them wanted to talk and talk and talk. They were all interested (bar one who was too busy already), most of them wanted me to send them an email with some links to my previous work. Some accepted an SMS with a link to a mobile site I'd built for another business in the same niche (always handy) and some just wanted to talk about their businesses (I let them) and where ever they went I followed - we spoke about all sorts of things. They were all (100%) really friendly!
In some cases it was like we were all friends (I try to relax them with a laugh as early as possible) and spoke about all sorts of things. One asked if I could help them with their office network (I did), another asked if I knew anything about setting up bar code systems (I didn't), another said "yes, but not right now but I'll call you next week - what's your number?" another wanted computer lessons so I could show them how to do it (they will call tonight to organise a time). Another one flat out asked me for a free website! I said "no way!", not unless I could move in with them so they could house and feed me - which got a laugh. I said I'd build them a free site for 3 full paying referrals - he's going to make some calls.
So I didn't actually get any orders(Edit: I did make one sale for $1,500) but I had sooo much fun! It was like I spent the afternoon calling old friends. I got so confident that one call I made I tried the full blunt object approach...
"Hi [pause for effect - a little trick I learned]...hey do you guys have a website?"
[locksmith said] "nope".
me] "do you want one?"
[locksmith] "I suppose, how much are they?"
[me] "Affordable - I'll make sure of it"
[locksmith] "Cool. Send me the details"
[me] "I'll do better than that. Do you have a smart phone?"
[locksmith] "yep, iPhone"
[me] "I'll send you a link - press it with your thumb"
[locksmith] "****, how do I do that?!"
[me]lol...(when they swear or cuss...it's a great sing that they are relaxed with me) "just press the button"
[locksmith] "what button?"
[me] (cocky mode) "ummm...there's only button"
[locksmith] "ok I got it now (says name of website), yeah man, these look cool"
[me] "excellent, how many would you like to order?"
[locksmith] lol..."what do you mean"
[me] lol..."just kidding - I'll put you down for one"
[locksmith] "I'll have a think about it and get back to you"
[me] "what's your email so I can send you my details?"
He gave me his details and though we spoke for a while about his other business (home BBQ patio furniture) and before he could end the call I said "ok, well I have to rush off to call all your competition now" he chuckled and said "you better not!" and though I'm not quoting the entire conversation; all the lines above were actually spoken.
My point? It was a lot of fun. No one was upset I called. No one abused me and at the end of each call I asked if they knew of anyone else in the area who needed work done on their website. I didn't get any (cold) referrals but some asked for my number (a good sign).
Cold calling can be fun. I know it's scary but just grit your teeth and start dialing. These are normal and usually friendly people who DO want your help but are a bit afraid of being "sold" something or paying too much. Put them at ease and if you don't get work you'll at least get a laugh. The way I feel right now I could cold call all day...just for fun!
Edit added: How did I source these "leads"? I just picked up my local directory (I live on a Peninsular so all these guys are small town folk) and (mostly) browsed the picture ads. Normally I'd only call a business who had a website, was advertising and offered a poor mobile experience but this time I went freestyle and called all sorts from businesses who had a website to those who didn't. It was a bit wasteful but I was having such a great time it was like I was looking for more friends to call.