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Cross-selling simply doesn't work and, in most law firms, never will – at least for the time being

By Paul Brent, Marketing Director, Boyes Turner

6 February 2012

 

In theory at least, it should be considerably easier and cheaper to sell more to existing clients than to create new ones. It is no surprise, then, that in this cash-strapped and cost-sensitive time, the legal blogosphere is busier than ever with tips and guides on how to make cross-selling work. Most focus on aligning compensation systems and cultures, and getting these fit for purpose is just good common sense. However, in many law firms this is a case of very much easier said than done.

Putting this into perspective – there are few sizeable law firms that don’t have some sort of client review/satisfaction/retention/relationship management/key account programme in place, coupled with a shiny client relationship management (CRM) system of one sort or another. I can’t comment personally on how good these are as I’ve not been on the receiving side, but listening to many...

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