As with many things, cold calling is about finding a balance. 

Too little time preparing makes the call impersonal but too much time preparing can be wasteful. 

Sales Hacker said, "To prepare for a list of 20 people you want to call — giving each of them 90 seconds of prep time — you’ll prep for a total 15 minutes each hour and make calls for 45 minutes of the hour."

Just find out their preferred name and title, their role in decision making, and what the company does. Those few pieces for information can really help!

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