Important basics when cold calling:

Preparation:
Of yourself, environment, product/service knowledge, and your company. 
Introduction: 
Getting attention, key connection phrases explaining your purpose. Try explaining what your product or service has achieved elsewhere. 
Questioning: 
Use thought provoking questions to facilitate understanding and enable a dialogue - try not to sell or push just yet. 
Objectivity: 
Be objective in your call. You do not have the answers all the time. Nor does your product or service. 
Listen and interpret: 
Do not jump to conclusions. Try to clarify any areas that are unclear. 
Inform and recap: 
Work with the client/prospect to review needs. 
Clearly Identify Needs: If needs are Identified, underline them and then underline how you can address the needs. 
Keep notes & CRM updates: Stay current and on top of you client list. The cold call will not be so cold the next time you call this prospect/client.