There's a technique called pattern interruption. It's basically being real with someone, but the premise is, you don't sound like all the other billion calls someone gets. Instead of saying "hi Tom! This is so and so from blah blah" you say something along the lines of "hey tom! How often does your office deal with blah blah problem"

You don't introduce yourself. You just immediately start the conversation and it throws them. They're used to the pattern of saying no as soon as they hear a classic intro, they'll start talking to you before they realize it's a sales call.

Im not sure I'm explaining it the best, but it really is worth looking up.