Ever get a cold call from an attorney? Probably not, because their code of ethics has strict rules against solicitation. And if you did, what would you think? Your initial response would be they probably aren’t a very good attorney, or they wouldn’t need to cold call.
So how do lawyers sell? Well, since cold calling is off the table, they have to be creative. They network like crazy and advertise on TV, radio, and in publications. They sponsor associations, host educational events, ask for referrals, and a variety of other ways to get in front of their prospects. They can’t rely on just picking up the phone and making call after call after call, so they find other ways to build name recognition and credibility. And it works!