Legal Marketing & PR

Cross-Selling - How to Get Clients to Use More of Your Services

By Larry Bodine

Law firms could easily double their revenues if they effectively cross sold their clients. But overcoming the reluctance of billing partners who won't share is just one of the obstacles that stymie law firms. Register for the webinar and hear Michael Cummings and myself describe actual techniques and methods in use today. You'll learn the magic of getting clients to use more of your firm's services.

Cross-selling is the holy grail of law firm business development -- universally sought but rarely attained. The central idea is simple: persuade a client using one practice of your law firm to use all or most of your other services. It's as easy as opening a new matter for a current client, right?

But there are serious internal impediments to overcome, starting with senior partners who hoard their files. Michael and I have worked with law firms for a combined 40 years to overcome these and other impediments. We will share the strategies and techniques of the law firms they've advised that are actually cross-selling actively.

Save $50 by registering on or before June 19, 2010.
Afterward the fee will be $300.

In this skills mastery seminar, through real world examples and from the practices of the top rainmakers, you will learn how to sell more services to your existing client base. You will understand how to sell follow-on work to current matters and introduce other practice specialties that the client needs.

Topics to be covered:

• Recognizing the four recurring obstacles to cross-selling and ways that you can overcome them.
• Why cross-marketing and cross-selling is essential to keeping a client for years to come.
• Required attitudes and assumptions to make cross-selling work.
• Selling the next project to a client while delivering current work.
• How to avoid foisting a partner on a client for a service the client doesn't need.
• Anticipating a client's need for services and sole-sourcing the work.
• Avoiding emotional push back to cross-selling by using a totally rational approach.
• How to pick a cross selling target.
• Collecting the information you need to pursue the target client.
• What the relationship partner needs to have to cross sell your practice.
• Creating "wedge projects" that clients will appreciate, and which will lead to work for a new practice area.
• Packaging your services to appeal to your client.
• Dealing with the fact that you'll have to unseat an incumbent law firm.
• Taking advantage of relationship mistakes that competing firms may make with this client
• Using the 6 best marketing methods to expand your base of work
  with a client

Prepare yourself! Take your next step forward to building a practice with...

Our Best Practices Web Seminar, Thursday, June 24, 2010; 1 PM - 2:30 PM Eastern time. Fee: $300 per computer connection. Gather with others in your office...any number can attend in the room where you connect to the site and the call — at the same low price.

To register: Register online by credit card or call Program Director Laura Kresich at (773) 966-9273. And save $50 by registering on or before June 19!

Full post as published by Larry Bodine's LawMarketing Blog on June 14, 2010 (boomark / email).