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Ask the Coach

By ALM Staff | Law Journal Newsletters |
August 26, 2003

Q: Like many firms, we struggle with the ability to cross-sell our firm's services. How can we change lawyers' attitudes and beef up our cross-selling efforts?

A: Encourage your lawyers to think like grocers. Large law firms are similar to today's supermarkets. They offer an array of products (services) to fill as many corporate needs as possible, and aim to be the source buyers turn to when those needs arise. Instead of acting as general grocers, many lawyers assume the roles of produce managers ' trying to steer the customer only to their specific aisle. To create an environment for successful cross-selling, take a tip from what grocers have learned: it isn't important which specific needs bring customers into your store. It is only important that you get customers to continue returning to your location.

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