Once you've done that, there is a sense of relief from both sides. The prospect is relieved because he now knows why you've called and you're relieved because the prospect hasn't hung up. Now you can go about the task of establishing some rapport, and setting the appointment. Be happy and humorous. Try to use humor at least twice during the conversation, but don't force it.
People love to laugh.
A quick, clean one-minute story or joke can do more for buyer rapport than 10 minutes of sales talk. Get to know something personal about the prospect. You can also gain insight by questioning, then listening. The prospect's mood, hometown, and personality will all be revealed in just a few minutes on the phone. I listen closely for accent.