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That's why it's called school of hard knocks. You won't believe until you tried. Here's a tip. You aren't the first one who thought of hiring telemarketers to call businesses.
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Unless there is something different about the state of California, you have to have a P&C license to sell workers' comp. But, please do tell if it is different.
I know of a company that'll help you find life insurance leads with business owners that are generated for you. I've used them with decent success.
There is one exception in CA. With Anthem, you can sell integrated WC with their health plans without a P&C license. You get a fee from Fremont (may be a new name now).
Make a personal connection.