is the cooler branded? if so post its name.
as above have said, thermal paste needs to be checked and applied, good branded stuff like arctic coolings mx-3 compound is great. (cheap 2 at 5-7 pounds)
also was thermal management (enabled) in bios, if so turn it off so your cpu fan can run at max rpm off the bat.
also while in bios check that its set at default settings by loading the optimized defaults.