There is no my way in a cold call, its always the customer's way and his priority at the moment. when I cold call my prospects for the first time, I only improve my conversion rate by focusing on getting an appointment for a more elongated call. Mostly I succeed in my attempt, in the next call I present them with the bigger picture and educate them about the benefits of our services. If not this, I don't bother them anymore and politely move away to my next call on the list, so no call has gone out of my reach yet.