Don't attempt to establish the decision maker and then talk to them in one phone call, if you don't know who to speak to them that is a call in its own right. Set yourself a target, say four attempts to get through to the decision maker, if you still are unable to reach them, try a different approach. When to call - If you keep a call log of all your calls you'll soon get to know which are the most productive times to reach the decision maker (e.g. traditionally Monday morning is a poor time to cold call). You may like to use the enclosed telephone log sheet to monitor your call successes.