This is not legal advise and with all things consult a legal expert. I know many lawyers are worried about the ABA Model Rule of Professional Conduct 7.3 which is unique to lawyers and basically prevents lawyers from cold calling for "pecuniary gain". They forget that the law only prohibits calls to solicit for “pecuniary gain" but there is nothing wrong with offering something for free with no intent for pecuniary gain.
For example, when Datetree Digital calls on behalf of B2B lawyers, we say something like: “I'm calling on behalf of [Legal firm branding] about a monthly seminar we’re offering to companies about how to avoid traps and pitfalls with legal contracts. Do you deal with contracts?………(depending on the lawyers specialty and by the way you don't have to give this seminar live. Just use a software program that gives interactive, close to live seminars on your behalf that you record once, with live chat questions being answered for you).
The seminar is given and at the end of it simply say here is our website, and here is a link to set an appointment to have a deeper conversation about any topic you want to build a relationship now before you find yourself in a painful situation where you really need legal services.
This method is a direct way to get vetted, qualified leads with out breaking any rules. There are other strategies of course, but the point is a lawyer can have cold calling done for them.
There are many misconceptions about cold calling among professional services in many B2B industries and I encourage professionals to just set an appointment and speak with an expert instead of making assumptions.
Generally, it's a good to add cold calling to your companies marketing strategy when you have a specific service you want to get business for.
If you have general services it's best to focus on one specific product or service that you offer as not overwhelm the prospect with a bunch of irrelevant features and benefits.
When we cold call someone, they only give a few seconds trying to decide if it's worth their time to listen further to the conversation, so it's important to be laser focused on the benefits your company provides them.
Cold calling is not just about sales, it's also called telemarketing for a reason. Every time we call a prospect and your company's name is mentioned, it's 1 extra impression in your prospects mind about your service.
Every impression gives your company more top of mind relevance, this is why the promotional marketing industry (shirts, pens, give away toys with a company logo on it) is a 20 billion dollar industry. It pays to market and brand your product, but cold calling sells, markets, brands and facilitates the closing of the deal at the same time.