The proper cold call tactics are crucial in reaching the right person in the right way.

You're sitting in your office buried in work when the phone rings. Although you don't recognize the number, you reluctantly pick it up. Immediately, the person on the other ends starts in on a "canned" pitch. You roll your eyes and wait for a pause on the other end so you can politely express disinterest. Sound familiar?

As our company continues to grow, the number of cold calls I receive on a weekly basis has grown exponentially. While a few of these cold calls have resulted in millions of dollars of annual media spend, nine out of 10 cold calls simply leave a bad taste in my mouth.

Even though this column could probably be titled "Use Common Sense," it seems that common sense has gone completely out the window with an increasing number of companies.

Take notice. These tips may mean the difference between landing a multimillion-dollar media buy or annoying your prospect and generating negative buzz for your company.

Next: Make your own calls

Introduction
Make your own calls 
Don't insult your prospect 
Be prepared and speak clearly 
Know your customer 
It's a two-way conversation