Presentation on theme: "The Dynamics of Cross-Selling Presented by: David H. Freeman, J.D. David Freeman Consulting Group, LLC Boulder, CO 303.448.0757 www.davidfreemanconsulting.com."— Presentation transcript:
The Dynamics of Cross-Selling Presented by: David H. Freeman, J.D. David Freeman Consulting Group, LLC Boulder, CO 303.448.0757 www.davidfreemanconsulting.com
Competitive Advantage Weak/no plans Firms with good plans but poor implementation Firm that act on their plans
Are There Any Opportunities? 60% of Fortune 1000 companies hired a major law firm with whom they did no work the year before Source: BTI Survey of Fortune 1000 Corporate Counsel, 2003
Awareness of Opportunities
Staying Top-of-Mind Are They Here? How Often Are They Here?
Working The Web
Internal Network + Lawyers Professionals & Staff External Network Current Clients Former Clients Referrals & Alumni Prospective Clients Family & Friends Passion Career/Information
Internal: Cross-Selling What are the obstacles? Trust Internal communication Understanding client needs Credit Lack of comfort/skill Failure to develop a strategic approach Accountability and follow through Tracking progress
Build Internal Relationships Trust –Help your fellow lawyers Give before asking to receive What gifts can you bring to others? –Conduct joint marketing –Develop key relationships (leaders, marketing) –Teach (group, one-on-one) –Attend group meetings –Support cross-group initiatives
Cross-Selling – Give & Receive Mine the firms client list Develop an approach plan –Understand needs of the client & lawyer –Help other lawyers promote you Cheat sheet Meeting preparation chart
Cross-Selling – Mine the Firms List
Meeting Strategy Preparation Needs Questions plan Advances Measure: How many new relationships can you build? How many existing relationships can you deepen?
Getting the Meeting Theres a partner here I think you should meet Client feedback sessions Annual planning meetings Clients strategic planning sessions Lunch & Learn Loan a lawyer
Top-of-Mind Tools Repeated, consistent, relevant, welcomed –Announcements and press releases –Articles/newsletters/alerts/updates –Articles written about your lawyers –Firm seminars –Social events