I’ve always been a fan of the cold call ever since I started my practice back in 1993. Not a fan of making the calls, because I’m not fond of doing it, but rather, a fan of the returns that cold calls can bring. Of course, like many of the techniques I write about here, I don’t endorse them unless I’ve applied them myself. And indeed, I have cold called for a variety of reasons ranging from seeking advice from other energy lawyers when I started my firm, as I described here or attempting to drum up business, as I wrote in this short piece, Pick Up the Phone and Make Yourself A Better Lawyer . And I wrote a chapter on Cold Calling for the ABA Book,
How to Capture and Keep Clients.
So naturally, I was gratified to read that marketing guru Larry Bodine report that cold calling works; it is second only to referrals as the number one lead generation. Bodine also addresses why so many lawyers dislike cold calling. The study found that “people are doing cold calls the wrong way: the purpose of a cold call is to set a meeting to introduce yourself, and to learn about the prospect… not to go into a detailed sales pitch. Another expert who knows about cold calls is Rjon Robbins, who offers these resources.
As for me, as I said at the outset, I don’t like making cold calls, though with the passage of time, I’ve toughened myself to rejection. But, as I’ve said in all my writings, if you can’t sell yourself as a lawyer, how can you sell your client’s case?
Update (3/19/07) – Somehow, in writing this post, I overlooked Chuck Newton’s excellent post on the same topic.