A partner and I used to have a used medical equipment business. Cold calling, unfortunately, was a big part of it. One trick we learned was to pitch the OPPOSI

A partner and I used to have a used medical equipment business. Cold calling, unfortunately, was a big part of it. One trick we learned was to pitch the OPPOSITE of what we were trying to sell. That is, we asked if the medical office was interested in SELLING the equipment we were offering. So the typical call script (yes it was a script) was like this: "Good Morning, this is XXX from YYY. We're the largest purchaser of ZZZ in the country. I wanted to find out if you might be replacing any of your ZZZ over the next 12 months." Now we became somebody interesting to talk with because we could solve their problem, namely take some of their old equipment off their hands. Of course, anybody who might be "replacing" something could also potentially be interested in buying something.