Most likely the decision maker won't have time to schedule an old school "consultative solution" meeting. You are tasked with knowing the answers ahead of time. Find out how they are solving problems now, figure out what they are doing wrong, and how you can improve their situation for more profit at less cost.
Cold calling one time may get you in to the right person, but you will probably get voice mail. You have to embark on a campaign of calling, emailing, direct mail, content marketing and social media marketing. A comprehensive attack will get you inside. Finding the right balance of persistence comes from experience.
These days, your USP won't be enough. Create a value proposition and be aggressive with it. Here is how to craft one:
This approach calls for more preparation upfront. But doing your homework will give you Ben Feldman-level conviction, meaning that you KNOW you can help the prospect, and exactly how to do it. Getting them to agree is a matter of course. You won't get them all, but your success rate will skyrocket. Yes, you will have to tailor your solution based on their information, but come in with some sound ideas.
Here is one way to plan for negotiating with the target company:
A Step-by-Step Guide to Winning (Almost) Every Single Negotiation
As Neil Patel says in the post, do your homework. Have case studies ready to go. Tell them what is happening in the market. You are the expert in sales, SEO, content, copywriting, whatever.
Get some swagger. You've paid your dues. You can deliver on your service better than anyone. Go whale hunting and get rich.