There are obstacles to cross-selling that explains why law firms are so bad at it. But with the right kind of leadership and incentives, the obstacles can be overcome. It isn't easy though. When I was an in-house legal marketer, I actually saw cross-selling work - maybe 1% of the time.
An article on Law360.com entitled "5 Killers Of Cross-Selling Success" pretty much sums up the main reasons practice doesn't work most of the time, (but also implies how those barriers can be broken down). The killers include:
However, a cross-selling program can work. First, there needs to be an increase in communication between partners as to their respective practices and expectations regarding the client relationship. Secondly, management should make its expectations clear on the subject, with a compensation system that rewards all involved. Finally, one needs to ensure that clients welcome learning about and might want/need the additional services the firm offers.
Read more from Tom Kane on the Legal Marketing Blog.