Law firm marketing basics: No.3 – Cross-selling your services

on 4 October, 2012 Email this Email this - Print this Print this

In the third topic of this series, founder member of CoreLegal Jon Hepburn from The Fedora Consultancy looks at cross-selling  your services to existing clients. That is, introducing them to additional (relevant) services. 

I have previously emphasised the value that your existing customers represent to your firm. Many firms overlook this opportunity and don’t make their clients aware of other services that they can offer. But, being a captive audience, it means that they represent a cost-effective route to potential new business.

Indeed, cross-selling can add up to10% to your firm’s turnover. The key to successful cross-selling and up-selling is to focus your efforts on meeting the client’s needs, rather than simply pushing more products and services at them.

Adopting the correct approach here can bring genuine added value to the client relationship.Management of the process is important and there are a number of internal issues that you should consider.

So, when introducing the concept, an attitude shift may be required within the firm as it adopts a more business-like culture. You should make sure you provide training and identify staff that may excel at this. It can help if cross-selling is included in performance plans.

And of course, client reviews provide an excellent opportunity for staff to cross-sell. Finally it is more effective if any additional services are offered, this should be offered by the fee-earner who already has the relationship with the client.

Top tips on cross-selling for law firms

  • A cost-effective route to new business
  • Can add up to 10% to your turnover
  • May require attitude shift from staff
  • Consider targets for each fee-earner
  • Offer client review approaches
  • Additional services offered should be offered by person in the firm who already has the client relationship

If you’d like to help with this subject for your law firm, please call Jon Hepburn on 01743 366288 or email

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Topics: Business development · Law Firm marketing · Marketing planning

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