The Key To Cross-Selling Initiatives For Law Firms (What Your Firm Has Forgotten!)

You’ll nod your head in agreement that it must be done right before you list a couple of excuses for why your law firm doesn’t successfully cross-sell its services.

The average client has 4 major practice needs and 5 minor—yet measurable—needs. Nevertheless, on average, a primary provider delivers only 1.8 practices to a single client, meaning most law firms deliver one, and a handful service 2 practice areas.

There are several reasons why law firms fail at cross-selling multiple practice areas to the same client. And, there are multiple solutions geared toward success. Here are three common reasons firms fail to cross-sell:

1. Your associates aren’t encouraged to do so.

First, to cross-sell your practice areas, you need to tell your associates to do it!

Law firms assume that lawyers understand the need to push other practice areas on their current clients. But, few—if any—lawyers are trained marketing or sales aficionados.

Not only that, your employees may not be incentivized to cross-sell services. What does your divorce attorney get for pushing client hours toward your IP division? What does your first-year attorney gain by mentioning your in-house litigation consulting service?

An attorney will simply increase his billable hours if there’s no incentive to cross-sell. However, when the reward is compensation during his quarterly review, he may jump at opportunities to help.

So, to cross-sell your services to clients, first consider selling the idea to your attorneys.

2. Nobody knows what services you offer.

Clients don’t know who in your partner practice does what. Neither do your own attorneys. When the right hand doesn’t know what the left is up to, this becomes a real problem.

New clients should always be introduced to the firm as a whole—the variety of its services, the expertise of its lawyers, and the breadth of successful case wins. Never assume a client understands what a “litigation department” does. By standardizing each new client introduction to the firm, you have a better chance to cross-sell them services later.

Similarly, never assume your associates understand the full capacity of your firm’s services. Attorneys, especially new eager ones, may not know the full extent of your case history—your strengths (and weaknesses).

It becomes difficult to cross-sell when you—as an attorney—don’t truly know what size case or level of technicality his firm is equipped to handle.

3. You’re afraid to cross-sell.

Finally, the thing holding most people back from cross-selling legal services is fear. Fear of losing clients, fear of not knowing how.

A firm must have full faith in his own or his partner’s practice in order to successfully cross-sell. If you are reticent to recommend a fellow lawyer or partner, it may be time to cut ties with that person altogether.

As for fear of lack of know-how, there are a few sources to help.

The Center for Competitive Management (C4CM) offers a powerful resource, Law Firm Origination and Cross-Selling Credits: A Guide to Your Firm’s Future Success, which looks at the key to successful cross-selling initiatives—how to turn selling into a team sport, and manage the origination that ensues.

This comprehensive guide also explores the problems firms encounter before, during, and after implementing origination and cross-selling credits within the compensation system. It includes such sections as: Challenges for Modern Day Law Firms, Developing Your Compensation System, Cross-Selling Credits Within the Compensation of a Law Firm, and How to Teach Your Attorneys to Cross-Sell (and more!).

Now there are no more excuses to achieving success and boosting your law firm business today.


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