Oh No! Cold Callings Works

Imagine my dread when I read new research by RainToday that cold calling works.  I hate cold calls. So do most people. It reminds me of my first job selling encyclopedias. I hated that job.

But there it is in "What's Working in Lead Generation" by Mike Schultz, Andrea Meacham Rosal and Jone Doerr:

"Cold Calling is second only to referrals as the number one lead generation tactic. While there is much debate over the topic of cold calling – if it works, if it is worth it, how to do it “right” – the data here is clear: cold calling does work for a number of firms."

The data came from 730 leaders of professional services firms. So why do lawyers hate making cold calls? The researchers said, "because people are doing it 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.

"All too often, business developers try to pitch their services over the phone, rather than approaching their targets with a value based offer for the meeting (research, industry insights, best practices, etc.).

"If you...'do your research' before the call, offer something of value, keep it conversational, listen, keep good notes, and follow up – then cold calling can and does work (and it may even become your #1 tactic)."

The full 221-page report has 42 charts and graphs, 90 data tables and 22 pages of verbatim comments and advice.  The downloadable version costs $345 and is available in the LawMarketing Store.