At the annual Legal Marketing Association conference in Austin, a vendor conducted a survey that asked attendees what their “highest-priority growth initiatives” were for this year. The leading answer was “improve cross-selling.” I don’t doubt the accuracy of the survey results; they are the conventional wisdom in the flesh. But there is a serious problem with that strategy: For too many firms, cross-selling puts the focus on what the client can do for the firm (Buy more services!) rather than on what the firm can do for the client (Solve more problems!). Simply put, clients don’t want to be cross-sold.
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