Cold-calling is not that hard. Making an actual sale is hard. But cold-calling? It sucks, but it’s just not rocket science. This will be old news for seasoned sales vets, but here’s a simple five-step formula rookies can follow to reach a decisionmaker at any company:

1. First, try to figure out the title(s) of the relevant decisionmakers at your target. At smaller companies, that title will probably start with a “C” (like CEO) or a “D” (Director of X). At larger companies, it’s generally a “D” or maybe an “M” (Manger or Senior Manager). Never call software engineers. They won’t take your call. More importantly, they’re programming, not making buying decisions. Avoid Finance. Their job is to say “no” to everything. Don’t be afraid to call salespeople. Oftentimes, they’ll have a soft spot for you since they face the same struggles in their jobs. Note: steps 2 and 3 are optional.
    
2. Use LinkedIn to find a handful of relevant contacts. If, for example, you’re trying to reach the Kindle Product Manager at Amazon, search for people who currently work at Amazon, and apply the keyword “Kindle” and the title “Product”. Make sure you get the right division of the company. It turns out Panasonic has an Avionics division. Who knew? Regardless, don’t over-think this part: you’re only going to need to get in touch with one or two people to get started in the right direction anyway.
   
   
3. Now, look for the main line of the target company. If you’re trying to reach someone in particular, get the number for the office nearest that person’s location. If someone works for Time Warner out of North Carolina, calling the New York office can just waste time. A simple search for “Time Warner, North Carolina” will get you pointed in the right direction. Just steer clear of 800 numbers, regional service offices, and the like — you’re looking for HQ.
   
   
4. Call the company’s main line (or your contact’s direct dial, if you have it). Most companies have dial-by-name directories or operators that will steer you to the right contact. If you get stuck in a customer service menu, see what happens if you hit “0” or holler “agent” at the top of your lungs. If you don’t know who you’re looking for, just act clueless: “Hi, my name is X and I’m calling from Y. I’m not sure who to ask for — it’s the person responsible for Z who probably works in department A. Can you point me in the right direction?”
    
5. Once you’ve found someone who seems like the appropriate contact, explain who you are, where you work, and who you’re looking for. Once again, act clueless. “Are you the right person to be speaking with about this?” If the answer is no, get the next name (and a phone number if possible), mine for as much information as you can get, and repeat. Warning: do not carry on! Your objective is to get your intentions across with the fewest number of words possible, and then start listening. 

In general, email and voicemail are not your friends, simply because they’re so easy to ignore. I’m not suggesting you shouldn’t use these tools — in fact, some people prefer them — but you’ll have more luck if you can get someone live on the phone.

That’s it. With some elbow grease, a thick skin, and a willingness to be a little bit annoying, you can land a conversation with pretty much anyone.