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Cross-selling within a firm can be a hugely profitable source of work but puzzlingly, it is hardly ever a priority for most firms, says Doug McPherson

14 November 2014

Cross-selling is a funny old business. On one hand, every professional service firm knows they need to be doing it but on the other, very few do it well - if at all.

The trouble is (and I need to be careful about making absolute statements as marketing and business development is not an exact science) if you do take the time and trouble to get it right, it is without doubt the easiest and most productive source of new work open to you. Why? Because all of your targets will be people who have already made the decision to work with you and, more importantly, pay for that work.

So how do you get a cross-referral strategy up and running? Here are two practical tips you can implement immediately and at negligible cost.

Education

The American politician, Donald Rumsfeld, once made a very astute observation: "You don't know what you don't know."

Can you say hand on heart that your clients know ab...

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