Posted by Jennifer Iverson
If you are an attorney and you are not aware of how effective cross-selling or cross-marketing can be, you are missing out on a most effective way to expand your practice. Cross-selling increases the number of services you can offer your clients. This of course increases your overall business. But in order to capitalize on these techniques, they must be performed properly. Improperly applied, cross-selling will only alienate potential clients. Luckily, it’s not that difficult to make cross-selling work for you, so let’s take a look at how to do it right.
Do your current clients know about the other services you offer that can fill a need of theirs? If not, this can be a first step towards cross-selling. Make sure your clients know about everything you do professionally. This can be done through outreach marketing via electronic newsletters or client alerts. When appropriate, always be sure your clients know when you have been quoted in the press about an issue or case. These techniques will make people aware of the assortment of services you provide that they currently are not taking advantage of.
You can’t cross-sell to your clients if you don’t understand what they want. One way to do this is to ask them about their interests. Show an interest in what they do for a living, their families, and their hobbies. You won’t know if they need help in any of these areas if you don’t know about them in the first place.
Once you really get to know your clients, try asking them leading questions that will get them to think about a legal need of theirs that you might be able to satisfy. Questions that start out with “Have you thought about…” or “What would you do if…” lead to conversations that get people thinking about what they really need and want. Sometimes, people aren’t even aware of a need until it is vocalized, so get the dialogue started!
Happy clients make for returning clients. Make sure yours are in love with the things you already do for them. It’s simply not enough for them to be just satisfied with your work. They need to believe that you’re the only one who can provide the level of legal service they need. Make sure they are thrilled with you by asking each and every one of them if what you are doing is exceeding their expectations. And while you are at it, make sure you ask them how you can improve on the already great things you do for them. This will make them much more willing to retain you for all of their legal needs.
Firm Evolution provides a wide range of public relation and marketing services throughout Seattle, Redmond and Bellevue, Washington. We focus on the needs, goals and differentiating aspects of each law firm client. Our emphasis is on the big picture—leveraging the strengths of the individual attorneys, practice groups and overall firm on all fronts. We work closely with our clients to ensure that all components of their marketing program—from press releases and marketing plans, to website and Internet campaigns—provide a strong foundation for maintaining existing clients and developing new ones. Contact Firm Evolution at 206.321.3220 to learn more about how we can help your law firm!