I'm new here, but maybe I can offer something.
I put off cold calling FOREVER, but I finally got to the point where I had to take action. I was so damn scared, but I finally did it and here's what I do, and what I learned.
First, it gets almost "easy" within 50 calls...as far as not being intimidating anymore.
Second, I found that *what* you say makes cold calling insanely easier.
I am not one to call up and pitch, so I just say something based off of a guy named Ari Galper (Google "Unlocking The Game") teaches and I change things up when I get bored or think it's not effective enough.
My script:
"Hey, this is Wally and I'm a _____ in town and I'm just trying to find out if you guys are open to some new ways to increase your business using the internet"...
Or something along those lines. The "open" part makes it non-confrontational and non-salesy. I've found that people are very friendly and if they aren't interested they just say "Oh, not right now but thank you for the call"
I honestly get thanked for the call A LOT, because it's a non threatening call. I am still new to calling too, but doing these things really took the fear out of it and that is basically a life-changing thing in this game.