Cross-selling isn’t just about getting clients to buy more legal services, it’s about expanding and solidifying client relationships in a way that’s mutually beneficial. But how can your law firm effectively cross-sell current clients?

What Is Cross-Selling?

Let’s first take a look at what cross-selling really means. Cross-selling basically means that you’re gaining a greater share of a client’s business by providing services that they really need. There are a few ways you can cross sell:

1. Sell clients more services. If a client is receiving a certain type of legal service from your firm, you might simply sell them more of that same service. This is especially effective they’re not getting their current needs meet with the amount of services they’ve already purchased.
2. Expand with a client. When clients expand in size or in scope you can cross-sell them relevant legal services. For example, if you’re currently providing tax legal services to a client who is now expanding the scope of their business, you might explore what other legal services they need.
3. Move with client. Maybe a client has now opened an office in another city or state, you might want to also provide legal services for them in those other locales. And if the business volume is enough, you could consider opening a satellite office in the client’s new location.

Understanding that cross-selling is just as much about understanding your client’s situation as it is about selling your services is essential to succeeding.

Tap Into Influence

Law firms that are most successful at cross-selling try to tap into existing clients’ circle of influence. Closely examine your clients’ connections and their status in their respective industry. Are they respected? Do they have power? Do they have a lot of friends and allies? If so, this could be an opportunity for you if you’re looking to cross-sell your services. If your client is satisfied with your work, they may be willing to make introductions and referrals to anyone in their network who is need of legal services. Don’t be shy about asking for these connections, they are key to growing your business.

Know Your Talents

If you want to effectively cross-sell, you must fully understand your capabilities and the capabilities of everyone working at your law firm. Why should this client do more business with you? Are you delivering something special? Can your legal services help solve problems that the client is currently neglecting? Are there attorneys working at your law firm who can deliver a level of quality the client isn’t getting from another law firm? If so, you must be able to articulate that. For example, you might say, “I think Bob is a great choice for handling real estate contracts, he helped close 10 deals last year.”

Never Assume

No matter how good your relationship is with a client, never assume that they will automatically do more business with you or that they will refer new business your way. Always sell existing clients with the same level of “need to impress and please” as you would a completely new client. Be prepared to prove your case and back it up with evidence. You should study their business needs, other law firms who could be a threat to your business, and present a sales pitch so compelling that it would be difficult to turn down.

Even if your law firm is doing well, you should always look to cross-sell when the opportunity arises.

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Lynn Luong is the Digital Marketing Manager for Smokeball, a case management software that increases productivity and efficiency for solo attorneys  and small law firms to become more profitable.  Lynn has over 8 years of experience in marketing with a focus on digital by developing successful strategies and managing many areas of marketing.