Hi Mustafa,
It used to be that cold calling was effective in making appointments. It has always been a hard approach to selling since you will be interrupting people when they are involved in other work. This tends to make people irritated, but still it was an effective way in the past.
These days, it really doesn't work. People are very suspicious of cold calls where someone is selling anything. This means you have to change your approach.
I believe email is much better as far as a direct approach. And as far as indirect, you have to have a strong web presence. So let's talk about each;
Direct means you reach out to them and they don't know you. In order for them to consider a next step, you have to make a connection. Find the specific person you want to connect with and research them online. Read their Linked In profile and when you write to them, be very respectful.
Generic messages will be deleted. It has to sound more personal like you have read an article they wrote and can comment on a point, or you connect to their philosophy. Then you can briefly mention why you want to set up an appointment. Finally mention that you will follow up in a few days if you don't receive a response.
When I did this, I often found when I sent my follow up was when more people responded to me. Some just said they were not looking for my service and that was ok. Others asked questions in the email, not yet ready to meet. Flow with what they want and some will eventually become clients.
For indirect, people will search for your service and you have to appear high in the rankings. Or they might Google you and you have to make sure your online presence is clean so no weird social media stuff. Your website should be professional and be obvious what services you offer.
If they see you are legitimate, you have a much better chance of getting an appointment.
SIncerely,
Andrew