increasing business vs decreasing costs

If you choose to go in cold like that, I'd suggest creating your own version of an approach advocated by Bob Burg, legendary referral marketer.

Here's the basic idea that you could twist to fit your situation:

1. Create a Free Report, something like 'How a Professional Website Can Make & Save You Money', or '10 Ways To Make & Save Money With a Professional Website'.

2. Print this report out on a flier

3. Go out and buy a bag of good candy bars or snacks

4. Target an area of business prospects to seed with your candy bars and flier

5. Select a time of day to go in when they might be getting hungry, like late in the morning but well before lunch

6. The first time that you go in simply set the candy bar and flier on the counter next to the owner and tell he or she that you know they are busy, but would like to hear about any marketing problems this free report could help them to solve.

7. Repeat the process every three or four business days until you are able to strike up a conversation that leads to an appointment to come back, or go right back into their office, to show and discuss how to solve those problems with a web site (essentially go back over your free report with them online)

I've also listed two reports by Andrew Cavanagh below (with an affiliate link) that deal directly with what you sell. I don't want to cross over the line and promote them in this post. So let me just say that one focuses on helping merchants to build an email list. The other on selling web sites to merchants and service professionals.

Good luck,

Rod