The document outlines the concept of cross-selling within law firms, emphasizing its importance for retention and improved client service. It details strategies for effective cross-selling, including understanding clients' needs, leveraging internal expertise, and fostering communication and trust. The document also addresses common barriers lawyers face in implementing cross-selling and encourages building relationships through proactive engagement with clients.

1. Cross-serving
Cordell M. Parvin
http://www.cordellparvin.com

2. Cross - Selling
Selling
Internal referrals
What It’s Not
2

3. Cross - Selling
Anticipate client needs
Maximizing the Firm’s
expertise
What It Is
3

4. Cross - Selling
Sales Pitch
4

5. Why Most Lawyers Don’t It
Loss of credibility to the client
No marketing expertise
Lack of knowledge / trust
Lack of incentive
5

6. Why You Should Do It
Cheap
Easy
Makes you a better lawyer
Increases client retention
6

7. How Do You Do It
7

8. Know Your Client
Research the Client
Website/Online Research
8

9. Know Your Client
Research the Client
Annual Report
9

10. Know Your Client
Research the Client
Industry Publications
10

11. Know Your Client
Research the Client
Competitors
11

12. Know Your Client
Research the Client
Listen Carefully
12

13. Build Confidence
Client Tour of Office
13

14. Build Confidence
Go to Their Office
14

15. Build Confidence
Seminars Present Skill of Other
15
Attorneys

16. Build Confidence
Client Surveys
16

17. Ask - Don’t Tell
Key = ask about their business problems,
opportunities, and internal and external
changes - listen, listen, listen for your
opportunity to help
17

18. How to Begin? Ask
Are you satisfied with
service we are providing? 18

19. How to Begin? Ask
What could we do better?
19

20. How to Begin? Ask
What is going on in your
business that we should know 20
about?

21. Cross Educate
Get Out of Your Practice Group
21

23. Cross Educate
Know Your Expertise
Capabilities 23

24. Cross Educate
Read Newsletters from Other
PGs 24

25. Cross Educate
Identify
“Go To”
areas
Potential
Kind of
Target
Firm
Clients
personal
Clients
Market
Work
interest
25

26. What Clients Care About
Achieving Their Goals
26

27. Credit Sharing
Do It!!!
27

28. It Takes Time
Have Patience
28

29. Overview
Research 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

30. Keys to Success
Go to the Client – Create the
Opportunity 30

31. Keys to Success
Know and Trust Your Partners
31