Published on April 8, 2013
Cross-serving Cordell M. Parvin http://www.cordellparvin.com
Cross - SellingSellingInternal referrals What It’s Not 2
Cross - SellingAnticipate client needsMaximizing the Firm’sexpertise What It Is 3
Cross - SellingSales Pitch 4
Why Most Lawyers Don’t ItLoss of credibility to the clientNo marketing expertiseLack of knowledge / trustLack of incentive 5
Why You Should Do ItCheapEasyMakes you a better lawyerIncreases client retention 6
How Do You Do It 7
Know Your Client Research the ClientWebsite/Online Research 8
Know Your ClientResearch the Client Annual Report 9
Know Your ClientResearch the ClientIndustry Publications 10
Know Your ClientResearch the Client Competitors 11
Know Your ClientResearch the Client Listen Carefully 12
Build ConfidenceClient Tour of Office 13
Build ConfidenceGo to Their Office 14
Build ConfidenceSeminars Present Skill of Other 15 Attorneys
Build Confidence Client Surveys 16
Ask - Don’t TellKey = ask about their business problems,opportunities, and internal and externalchanges - listen, listen, listen for youropportunity to help 17
How to Begin? Ask Are you satisﬁed withservice we are providing? 18
How to Begin? AskWhat could we do better? 19
How to Begin? Ask What is going on in yourbusiness that we should know 20 about?
Cross EducateGet Out of Your Practice Group 21
Cross EducateKnow Your Expertise Capabilities 23
Cross EducateRead Newsletters from Other PGs 24
Cross EducateIdentify “Go To” areas Potential Kind of Target Firm Clients personal Clients Market Work interest 25
What Clients Care About Achieving Their Goals 26
Credit Sharing Do It!!! 27
It Takes TimeHave Patience 28
OverviewResearch the client and its its Research the client and market market Listen to the client’s needs, ask educated questions Understand the practice of other attorneys in your ﬁrm Look for opportunities to offer the services of other attorneys 29
Keys to SuccessGo to the Client – Create the Opportunity 30
Keys to SuccessKnow and Trust Your Partners 31
The Milwaukee employment attorneys at the Cross Law Firm have been helping businesses and employees resolve legal concerns for more than 35 years.
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