Get to the point in 15 seconds. State the purpose of your call immediately. Just state your name, your company name and how you can help the prospect. Once you've done that, you can start establishing rapport and setting the appointment. Try to use humor at least twice during the conversation, but don't force it.
People love to laugh.
A quick, one-minute story or joke can do more for buyer rapport than 10 minutes worth of sales talk. Get to know something personal about the prospect. Prospect mood, hometown and personality will all be revealed in just a few minutes on the phone. Be sensitive to the mood of the prospect. Sell the appointment with a personal touch.