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Semantics sometimes get in the way
of some good advice. When you try to convince clients (subtly or otherwise) to
engage your law firm for additional services not previously rendered, I think
it is silly to argue about whether you are cross-selling or cross-marketing
I've known and admired Bob Denney for many years.
He's not only a great guy, but one of the earliest consultants in our business
going back at least to the early 80's. When I saw his article "Don't Cross-Sell, Cross-Market" on Attorney at
Work, I almost passed it up, because I think it means the same thing to
most lawyers. There is a difference between marketing and selling, of course,
but to lawyers when you put a "cross-" before either, it is a difference
without distinction IMO.
But, after reading his post I
believe Bob's advice is worth our attention. In the interest of brevity, I've
condensed his suggestions down to three bullets on how to get clients to give
you that other work, no matter what you call it:
It doesn't matter what you call it,
the important thing is to do the kinds of things that will give your clients
reasons to give you their other work.
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