If you don't know anyone who knows the person you're calling, do research on the person. Find a common link, something you admire, or a question that only he/she can answer.
Whenever possible, send a personalized letter introducing yourself and explaining the reason for your call- BEFORE you make the call. This way, the person can absorb what you're calling about and be expecting your call.
For more tips and articles by the Greenlight Coach, visit www.TheGreenlightCoachBlog.com