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...
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, ...
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       ...
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  educat...
Keys to SuccessGo to the Client – Create the        Opportunity             30
Keys to SuccessKnow and Trust Your Partners                               31
Law Firm Cross Serving
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Law Firm Cross Serving

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Presentation I give at law firm retreats for firms trying to attract more business from existing clients

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Law Firm Cross Serving

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