How do you find prospects?

I'm almost finished reading The Way of The Wolf by Jordan Belfort, and he mentions in the book that one of the biggest mistakes salesmen make is trying to sell a product or service to somebody that isn't interested. In his book, he says you can't close a sale on someone that isn't interested in the product, which I agree with. But that begs the question: how should I go about finding prospects that are interested in having a website built for them?

My marketing plan consists of cold calling...

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