There are relatively few elements of the cold call that you can control yourself.  Things like the number of calls you make, the timing of those calls and the planning that goes into them are all your responsibility. 

However, there’s an awful lot that you can do nothing about – their mood, their questions or objections, whether they’re available or not, whether they have a need etc.  Now the trick here is to ensure that the things you can do nothing about don’t start to have a negative impact on the things you can control.  For instance, if we have a run of rejection (which we can’t control) it can result in us making fewer calls (which we do control).