Personally, I don’t think the purpose of a cold call is to make a sale – especially if you are selling a high-ticket item. So, the primary purpose of a cold call is to progress the conversation to the next step. For example, your goal might be to get the prospect to agree to attend a webinar you are hosting in several days. It could be to complete a short online questionnaire. It might even be to catch up for an informal conversation on Friday afternoon when driving by their area.
The purpose of cold calling is to progress the conversation further. By doing that, you build credibility with the prospect, and you also start to learn more about the prospect’s situation.