<i>Technology in Marketing</i>: What Law Firms Can Learn from How the Swiss Sell Cheese

Law firms don't sell cheese or perfume ' they sell expertise. So how does one provide prospective clients with a 'taste' or 'spray' of something so intangible? The same question could be asked concerning existing clients. Given the marketing axiom that it is more cost-effective to generate additional business from existing clients than to sign up new accounts, how does a firm cross-sell other areas of expertise to existing clients whose exposure to the firm has been limited thus far to a single practice area?

5 minute read March 27, 2007 at 10:10 AM
By
Joshua Fruchter
<i>Technology in Marketing</i>: What Law Firms Can Learn from How the Swiss Sell Cheese

A marketing consultant and friend, Robert Kaplan, recently shared a story with me from one of his overseas trips. He had been traveling in Switzerland when he chanced upon a cheese store.

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