Prospecting must be first analyzed and then viewed through different lenses, in particular from the viewpoint of the buyer. In order to change your results you first must be willing to change your own viewpoint and or opinion of cold calling.
Typically, sales people make the mistake of opening with a close-ended question such as "We are calling to determine if you have a need for... ." This approach typically results in a close-ended answer: No! Or the sales person says "I would like to know if you have a minute to discuss... ." This is another close-ended question that again results in a close-ended answer: No!