Work until you reach your goals. It may take 100 dials, it may take 500 dials. If you want to succeed, don't quit until you reach your goal. You can be calling a list that reaches the business owners directly or you may be calling b2b and speaking with secretaries all day long. The best thing that you can do when cold calling is keep good notes and create your own lead list of businesses that you spoke with and gained information from. Even if it's just a quick e-mail and a hello, it's going to be a much smoother conversation the next time.