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Use Marketing and Biz Dev Content for Cross-Selling Success
If you're a lawyer at a law firm that has more than one practice group, and you have a book of business or you're building one, there's a good chance you've been encouraged by your colleagues to cross-sell the firm's services.
They will want you to talk up to your clients your firm's legal practices outside of your own so your clients will know your firm can help them with legal issues outside of those you are already helping them with.
While that seems like a cinch to pull off, for several reasons, it is easier said than done. Sometimes, cross-selling conversations feel forced. Sometimes, your client will give you the "I'm not interested" vibe before you've finished your first sentence. And sometimes, your colleagues haven't provided you with the right information about their practices that would allow you to talk knowledgeably about them — even superficially.
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