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<b>Practice Building Skills:</b> Cross Selling: Finding Hidden Opportunities to Grow Your Practice

By Chuck and Evan Polin

When working with law firms, the first question that we always get asked is: 'How do we increase our business?' In our experience in working with firms, we have found that they are willing to pay thousands and thousands of dollars in marketing, spend countless hours trying to identify new opportunities, and are always looking for an edge or new strategy to develop more business. We have found that most firms overlook the fact that the most cost-effective and easiest way to develop more business is to utilize the assets they already possess ' by cross-marketing and cross-selling within their own firm.

We find that the term 'cross-selling' is mentioned often, but very few people know what cross-selling means and how to implement it. In our definition, cross-selling means that you are selling additional services to current clients. For example, if an attorney is working with a large company who has IP issues, and then later the company complains about employment issues, the IP attorney will then introduce one of the employment attorneys from his or her firm to the client. When the IP attorney has successfully introduced the employment attorney to the company, cross-selling has occurred.

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