Online Advertising Sales

Today I started a new job, selling online advertising to businesses in my area. I have never done this before and have really no idea how to start, so I just went to about 10 businesses and pitched the site. I went to about 10 businesses, which is not a lot but with no clue how to sell it got rejected by 9 of them and possibly could get a sale out of one of them. I would like to know if anybody can help me and give me tips on how to sell online advertising to businesses. A little about the website that I am working for, it is called Canadian Networker and it is an online business directory for local businesses in Ontario Canada. How should I pitch this to businesses, well i am gonna do research for a day and create a plan when I go out and talk to more businesses in the next couple of days, any advice would be helpful.