It's natural to feel some apprehension when approaching a potential customer for the first time. And there's a reason they are referred to as cold calls.
Every salesperson has tales of rejection from hung up phones to doors slammed in their faces.
But more often, the reluctance is based on lack of preparation on the part of the salesperson. Guerrillas prepare themselves both internally and externally, by strengthening their confidence and studying the prospect's needs. It's important to remember that you control your self-image and the image that you project to the world. If you are knowledgeable and prepared, you will be more confident and have a better self-image. Try to focus on how prospects can benefit from your expertise.