I've done a lot of cold calling, and cold approaching in my career, maybe I can help.
*Couple quick tips for cold calling and sales (just my opinions)
1. Stand up, and keep good body language when on the phone (chin up etc..) It keeps your energy level up and will come across on the phone.
2. Make an effort to come across as another local business owner vs. some annoying salesperson or telemarketer. When I used to call local businesses I would open up with something along the lines of "hey, my name's ___ and I own a local marketing company here in Philadelphia. I actually came across your business info and website, and was wondering if you've ever thought about using the web as a way to actually drive business?"
This is a really simple example, but it worked for me better than many other typical openers. It asks a simple question that always almost prompts a yes and allows you to move to the next stage of the pitch.
3. You don't need an entire script, but you need to at least have some bullet points and a flow written down. Remember you're making a pitch (even if that pitch is just to get a face to face to meeting.)
4. Tone, and cadence of you're voice matter. I used to listen to Tony Robbins, not for the self help, but because the way he speaks is persuasive. We also used to use something called the empathy tone, which is simply the tone of voice you speak in when being empathetic. It's very effective because if people think you care, or are genuinely trying to help, they will be more willing to listen.
5. Don't dress like a slob or a douche bag. I am still effectively a sales person, and wear a suit everyday. The important thing, I think, is to dress very well, but also be understated. What I mean is you want to project yourself as someone with a lot of success, but not as someone who is slimy, or a wannabe (often the same thing). Get clothes that fit well, aren't super cheap, but stay away from anything "flashy". DO NOT wear off the rack suits, dress shirts that don't fit etc.. Probably not that important if your just selling to people who do weddings, but in the professional world, nothing stinks of amateur more than someone who doesn't know how bad they look in that cheap or poorly fitted suit.
6. Be Confident. Nobody likes a pussy, but more importantly, no one trusts one. You've gotta believe in what you're selling and saying or no one else will.
7. Assume the sale. Ties is with be confident. Just keep things in the frame of "of course they want to business.. I am offering them a way to help their business". When you're at the end of your presentation, you can ask a couple test close questions, and then assume the deal. ex: (you're finishing your call to get the face to face meeting) "OK, does that sound like something that would make sense for your business?" "Great! well what I typically do from here is meet face to face so I really show you what we can do for your business. What's a good time for you this week?"
If you actually read all of this, I hope it helps.
