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How to encourage partners to embrace a cross-selling model

By Jeff Berardi, Chief Marketing Officer, K&L Gates

27 March 2012

In a recent blog entry, one of my colleagues on the editorial board suggested that, as a general rule, cross-selling within law firms doesn’t work. I happen to agree with the author on various points, as many firms seem to have existing barriers in place that prevent the sharing of work across their respective partnerships.

That said, I disagree in principle that cross-selling is an unattainable accomplishment, as I strongly believe that some firms are structured and managed in such a way as to reward individuals for the sharing of clients. Those firms have been able to shape firm culture to embrace, rather than fight, the concept of cross-selling.

To be successful, law firms must find a way to:

a)      recognise and communicate the inherent benefits of cross-selling, and

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