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Strategic cross-selling pays dividends

Converting clients is a simple concept if used effectively, says Sonio Singh

6 February 2014

While law firms spend a substantial amount of time, expense and effort in winning new clients, cross-selling remains an elusive objective. Though the concept is simple enough - converting the client of one department into being a satisfied user of another-there still appears to be a number of challenges in implementing it effectively.

The first question to ask is: why do you do it or why should you be doing it?

In these ultra-competitive market conditions, cross-selling is of paramount importance. Legal studies, both before and after the 2008/09 credit crunch, state that an increasing number of corporate clients are seeking to limit their budgets for legal expenses and as a result are simply using fewer law firms. This instantly means that existing clients become of magnified importance and on paper sounds like a golden opportunity.

However, firms have various fears or barriers in turning that into a reality, for example; a lack of awareness in how to cross-s...

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