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The Fundamentals of Successful Cross-Selling
A regular topic of my presentations and workshops at law firm retreats is cross-selling. I'm often asked to produce some magic formula that smoothes the way for law firm partners to introduce colleagues to their existing clients, so the colleagues can pitch their own services.
“When I go on a pitch, which partners from other practices should I bring? I can't bring everyone to demonstrate the broad range of expertise our firm offers, so how do I choose?” Or, “How can I get my colleagues to invite me to meet their clients, because their clients have deep pockets and at present they're using one of my competitors. Shouldn't my partners, after all, have a responsibility to send work my way?” Alas, while there is no magic formula, we do tend to make cross-selling more complicated than it needs to be.
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