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Cold calling. Two words that strike fear into the hearts of many a brave marketer. For some businesses, this is a technique that has lost its luster. But the reason so many businesses still make cold calls is that when they’re done well, they work.

If you’re in one of those industries that still embrace this sales tool, it’s time to overcome your fear and master this skill. Here are some tips for dousing your doubts.

• Prepare. Never pick up the phone or walk in the prospect’s door without knowing what you’re going to say. Be prepared for all contingencies. Voice mail. Secretary/gatekeeper. Rabid dog at the front door. Or, heaven forbid, they’ll actually make the time to talk with you.

• Don’t assume. The prospect may be late for a meeting. Or have a sick child. Or arrive straight from a bad review. Everything is not about you. Don’t let a harsh tone or clipped response dash your enthusiasm.

• Batting .300 is considered remarkable. If Babe Ruth or Albert Pujols can’t hit a home run every time, neither can you. Be realistic.

• Shhh. Listen. The more they talk, the more you learn. Don’t tell them about your business; ask them questions about theirs.

It’s primarily an attitude adjustment. Don’t think of cold calling as interrupting. Think of it as being a hero. You can solve something that has them scratching their heads. You have something of value to offer them. The product or service you are selling is good and reasonably priced. (If not, get a new job!) There’s no reason to be sheepish or shy. Be proud. Now pick up that phone.