April 2007
Technology in Marketing: What Law Firms Can Learn from How the Swiss Sell CheeseBy Joshua Fruchter
Law firms don’t sell cheese or perfume — they sell expertise. So how does one provide prospective clients with a “taste” or “spray” of something so intangible? The same question could be asked concerning existing clients. Given the marketing axiom that it is more cost-effective to generate additional business from existing clients than to sign up new accounts, how does a firm cross-sell other areas of expertise to existing clients whose exposure to the firm has been limited thus far to a single practice area?
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