There’s no such thing as a cold call in law firm marketing. In fact, you never have to make a so-called cold call. The resistance some professionals have to business development isn’t unlike the distaste for wintery weather conditions – and a lot of it stems from a distaste for making these cold calls. The term implies a lak of control over the turns of the conversation, hint at feeling stuck – as though there are no other options for attracting new clients. They may even fill one with a sense of dread over the fear of icy responses from the individuals they have called.
We use a group of simple tactics to identify previously unknown prospects so that a much “warmer” approach can be taken.