<b>Practice Building Skills:</b> Cross Selling: Finding Hidden Opportunities to Grow Your Practice

When working with law firms, the first question that we always get asked is: 'How do we increase our business?' In our experience in working with firms, we have found that they are willing to pay thousands and thousands of dollars in marketing, spend countless hours trying to identify new opportunities, and are always looking for an edge or new strategy to develop more business. We have found that most firms overlook the fact that the most cost-effective and easiest way to develop more business is to utilize the assets they already possess ' by cross-marketing and cross-selling within their own firm.

We find that the term 'cross-selling' is mentioned often, but very few people know what cross-selling means and how to implement it. In our definition, cross-selling means that you are selling additional services to current clients. For example, if an attorney is working with a large company who has IP issues, and then later the company complains about employment issues, the IP attorney will then introduce one of the employment attorneys from his or her firm to the client. When the IP attorney has successfully introduced the employment attorney to the company, cross-selling has occurred.

Cross-selling is a natural way for law firms to increase business, but our experience tells us that there are several impediments to cross-selling within firms. The first issue that we notice is that attorneys tend to be very focused on their own expertise. They are extremely busy, and they believe that they do not have time to talk with attorneys outside of their practice group. We find that in many firms, attorneys don't know what the other practices areas do, and they are not sure what would constitute a good referral introduction for other practice areas in the firm.

The second roadblock to increasing cross-referrals is a trust issue. Our attorneys value the relationship that they develop with their clients, and they are afraid that another attorney may not perform as well as the client expects, or that the client will not like the attorney that has been referred. Attorneys do not want to jeopardize the time and effort they have spent in developing a new relationship, so often they will not make the introduction because they do not want someone else to negatively affect the relationship. Another fear in some firms is that the new attorney to whom a client has been referred will attempt to steal the relationship. Many attorneys feel that it is better for them to get their small piece of an account instead of reaching the full potential if it means taking on the risks of cross-selling.

Some Cross-Selling Tips

There are several ways in which attorneys can become more comfortable cross-selling in their firms. First, they should take the time to approach attorneys outside of their practice group and find out what they do. Attorneys should ask about cases that colleagues outside their own practice group are working on and problems that they solve. They should also ask about what else is happening in the department. Many of our clients have been very successful starting internal peer groups within their firms. An internal peer group is a group of attorneys from different practice areas who meet on a regular basis to learn about what happens in each practice area. The meetings can take place weekly or monthly. The important aspect of the group is to get together with the same people on a regular basis. Several things will occur if internal peer groups are created. Attorneys will better understand what each department in their firms do, and will begin to become more comfortable with the other attorneys in the internal peer group. This process will enable attorneys to confidently introduce other members of the firm to their clients. The other attorneys in the firm will also become more comfortable with the attorney and he or she may find that they start to get introduced into more opportunities. When this happens, the firm develops more work and the attorney will develop a higher profile within the firm. Also, if he or she successfully introduces other practice areas to their clients, they may receive billing credit for work that they don't have to complete themselves.

Solo attorneys and those in smaller firms can think about how they may develop relationships with firms that provide complementary services to their firm. Attorneys can enhance their practice, and add value for their clients if they are able to make introductions that will benefit the clients if they run into issues outside of the attorney's area of expertise. By becoming more valuable, the client relationship will be strengthened and the attorney will be viewed as a trusted advisor. Conversely, if strong relationships with attorneys at other firms are developed, referrals will start coming in ' which is a win-win situation for everyone.

Cross-selling is the most cost effective and time effective strategy to develop additional business for an attorney and a firm; but the cross-selling effort forces attorneys to move out of their comfort zone and develop trust with colleagues. Attorneys need to be willing to actively listen for opportunities, and be willing to make the appropriate introduction when those opportunities arise. They also need to make the time to network within their own firms so that they are aware of their capabilities. If the attorney makes those commitments, additional business will develop for him or her and the firm.

When working with law firms, the first question that we always get asked is: 'How do we increase our business?' In our experience in working with firms, we have found that they are willing to pay thousands and thousands of dollars in marketing, spend countless hours trying to identify new opportunities, and are always looking for an edge or new strategy to develop more business. We have found that most firms overlook the fact that the most cost-effective and easiest way to develop more business is to utilize the assets they already possess ' by cross-marketing and cross-selling within their own firm.

We find that the term 'cross-selling' is mentioned often, but very few people know what cross-selling means and how to implement it. In our definition, cross-selling means that you are selling additional services to current clients. For example, if an attorney is working with a large company who has IP issues, and then later the company complains about employment issues, the IP attorney will then introduce one of the employment attorneys from his or her firm to the client. When the IP attorney has successfully introduced the employment attorney to the company, cross-selling has occurred.

Cross-selling is a natural way for law firms to increase business, but our experience tells us that there are several impediments to cross-selling within firms. The first issue that we notice is that attorneys tend to be very focused on their own expertise. They are extremely busy, and they believe that they do not have time to talk with attorneys outside of their practice group. We find that in many firms, attorneys don't know what the other practices areas do, and they are not sure what would constitute a good referral introduction for other practice areas in the firm.

The second roadblock to increasing cross-referrals is a trust issue. Our attorneys value the relationship that they develop with their clients, and they are afraid that another attorney may not perform as well as the client expects, or that the client will not like the attorney that has been referred. Attorneys do not want to jeopardize the time and effort they have spent in developing a new relationship, so often they will not make the introduction because they do not want someone else to negatively affect the relationship. Another fear in some firms is that the new attorney to whom a client has been referred will attempt to steal the relationship. Many attorneys feel that it is better for them to get their small piece of an account instead of reaching the full potential if it means taking on the risks of cross-selling.

Some Cross-Selling Tips

There are several ways in which attorneys can become more comfortable cross-selling in their firms. First, they should take the time to approach attorneys outside of their practice group and find out what they do. Attorneys should ask about cases that colleagues outside their own practice group are working on and problems that they solve. They should also ask about what else is happening in the department. Many of our clients have been very successful starting internal peer groups within their firms. An internal peer group is a group of attorneys from different practice areas who meet on a regular basis to learn about what happens in each practice area. The meetings can take place weekly or monthly. The important aspect of the group is to get together with the same people on a regular basis. Several things will occur if internal peer groups are created. Attorneys will better understand what each department in their firms do, and will begin to become more comfortable with the other attorneys in the internal peer group. This process will enable attorneys to confidently introduce other members of the firm to their clients. The other attorneys in the firm will also become more comfortable with the attorney and he or she may find that they start to get introduced into more opportunities. When this happens, the firm develops more work and the attorney will develop a higher profile within the firm. Also, if he or she successfully introduces other practice areas to their clients, they may receive billing credit for work that they don't have to complete themselves.

Solo attorneys and those in smaller firms can think about how they may develop relationships with firms that provide complementary services to their firm. Attorneys can enhance their practice, and add value for their clients if they are able to make introductions that will benefit the clients if they run into issues outside of the attorney's area of expertise. By becoming more valuable, the client relationship will be strengthened and the attorney will be viewed as a trusted advisor. Conversely, if strong relationships with attorneys at other firms are developed, referrals will start coming in ' which is a win-win situation for everyone.

Cross-selling is the most cost effective and time effective strategy to develop additional business for an attorney and a firm; but the cross-selling effort forces attorneys to move out of their comfort zone and develop trust with colleagues. Attorneys need to be willing to actively listen for opportunities, and be willing to make the appropriate introduction when those opportunities arise. They also need to make the time to network within their own firms so that they are aware of their capabilities. If the attorney makes those commitments, additional business will develop for him or her and the firm.