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One of the most important activities you can do to help grow your business, in any economy, is to cross-sell your clients. Cross-selling is simple: it means selling additional products or services to existing customers. In the December Issue of Law Practice , Susan Saltonstall Duncan wrote, "Cross-selling requires a good understanding of your clients' needs. It also requires a solid knowledge of the services and solutions your colleagues have to offer – not to mention absolute confidence in your colleagues' ability to deliver both." It is generally easier to sell your services to existing clients since they were happy and satisfied with the service you provided. Just as your happy clients are your biggest source for referrals, they are also your biggest source for chances to cross-sell. While working with every client, you should identify other opportunities for your firm to help them. Even though cross-selling to your satisfied clients should come easily, Ms. Duncan listed the most common problems attorneys come across when trying to cross-sell their services. - Poor internal selling
- Wrong selling approach with clients
- Lack of trust and confidence
- Insufficient client awareness
- Lack of strategy
- Relationship hoarding
An easy way to overcome the problems above is provide outstanding service to your clients so they will become raving fans of your firm. Once they trust you, they will come back for more. Communicate with your clients whenever you touch their case. Keep them in the loop as to what is developing so they know that you are doing your best to get the job done. Once your clients are happy, talk to them about the other services your firm offers. It is also important to talk to your colleagues to know their strong points (and weaknesses) in terms of the services they offer. If you work together with your colleagues, you will be able to help all clients in ways you never thought possible.
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