be brief. It's hard enough to get someone to take your call and listen beyond a few seconds. The last thing you want to do is launch into a lengthy, convoluted message. Get to the point. Skip a "how-are-you" phase and small talk. The prospects appreciate directness. State your purpose, what's in it for the customer and your request (a meeting, for example), in as few sentences as possible.

be positive and prepared. Know who you're calling and what you plan to say.

be rigid. Each person is different, and the conversation might take turns. Be prepared to ask more questions and adjust your message to the situation.

be "real" - be yourself. Nobody likes a canned, robotic message. You'll benefit by being authentic.

forget that it's all about what's right for the prospect, and not just about making the meeting. Tailor your approach and let them know you are OK with it if they decline, if that's what's best for them.

focus on the "close." Sure, you want to get a meeting, but what you're really after is the truth of where the prospect stands, so make it easy for them to tell you.

carefully craft your message. Being "authentic" doesn't mean shooting from the hip. You still want to prepare a message that sounds interesting, natural and avoids industry buzzwords, jargon and clichés. Well-chosen words make prospects more comfortable.

try to counter all objections. That's likely to generate resistance. Instead, dig a little deeper to find out what's really behind the objection.

let the prospect ask questions and give them answers. You'll build trust.

hang up without suggesting some type of follow-up - another call, a meeting or something.