Try to learn something personal about the prospect. 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, both you and the prospect can relax. Now you set the appointment.
People love to laugh.
A brief joke can do more for buyer rapport than 20 minutes worth of sales talk. Another way to gain insight is just by listening. People love to talk about themselves. The prospect's mood and personality will be immediately apparent. A few minutes conversation may reveal hometown, hobbies, pets, children and favorite vacation spots.