The Dynamics of Cross-Selling

Presented by:David H. Freeman, J.D.

David Freeman Consulting Group, LLCBoulder, CO

303.448.0757www.davidfreemanconsulting.com

Competitive Advantage

Weak/no plans

Firms with good plans but poor implementation

Firm that act on their plans

Are There Any Opportunities?

• 60% of Fortune 1000 companies hired a major law firm with whom they did no

work the year beforeSource: BTI Survey of Fortune 1000 Corporate Counsel, 2003

Awareness of Opportunities

Staying Top-of-Mind

Are They Here?

How Often Are They

Here?

Working The Web

Working The Web

Internal NetworkInternal Network

+

LawyersProfessional

s & Staff

External NetworkExternal Network

Current Clients

Former Clients

Referrals & Alumni

Prospective Clients

Family & FriendsPassion

Career/Information

Cross-Selling ChannelsSell additional services provided by

You

Your Practice Area

Cross-Practice Areas

Referrals Sources

Same Client Contact

Same Client, Different

Department

Same Client, Different Location

© 2005 Tiffanie Z. Lyon

Internal: Cross-Selling

What are the obstacles?

• Trust• Internal communication• Understanding client needs• Credit• Lack of comfort/skill• Failure to develop a strategic approach• Accountability and follow through• Tracking progress

Build Internal Relationships

• Trust– Help your fellow lawyers

• Give before asking to receive • What “gifts” can you bring to others?

– Conduct joint marketing– Develop key relationships (leaders, marketing)– Teach (group, one-on-one)– Attend group meetings– Support cross-group initiatives

Cross-Selling – Give & Receive

• Mine the firm’s client list

• Develop an approach plan – Understand needs of the client & lawyer– Help other lawyers promote you

• “Cheat sheet”• Meeting preparation chart

Cross-Selling – Mine the Firm’s List

Meeting Strategy

• Preparation • Needs• Questions plan• Advances

Measure:How many new relationships can you build?

How many existing relationships can you deepen?

Getting the Meeting

• “There’s a partner here I think you should meet”

• Client feedback sessions

• Annual planning meetings

• Client’s strategic planning sessions

• “Lunch & Learn”

• Loan a lawyer

Top-of-Mind Tools

• Repeated, consistent, relevant, welcomed – Announcements and press releases– Articles/newsletters/alerts/updates– Articles written about your lawyers– Firm seminars – Social events