Sometime back in 90s I had a lawyer helping me to sort out some things. In a process of doing it we had to fill endless number of forms. It is very tedious and is prone to mistakes. So I sad that unless there are some legal requirements (the forms originally come in paper form from a government) I can just quickly whip out a program (thanks Borland / Delphi) that would let to enter and keep all data in a database and would print a forms on laser printer. The lawyer said that the government would not mind. So I wrote the software. It had taken me about a month and then another month was spent on lawyer testing it with real clients and me fixing some issues.
The lawyer was happy. He refunded me all the money I previously paid to him. He said that he has a list of about 600 lawyers doing similar work. He had then written very nice cover letter and we stuffed 600 envelopes with that letter and demo version of the software on a floppy and mailed.
This is how we did "cold sales". This whole thing ended up being success and I got very healthy chunk of cash from the lawyers as they were very happy with the product.