A client who runs a tech firm and needed legal support, was sitting in a corporate partners office and enquired about whether the firm could also help him with his upcoming divorce.
The Partner suggested that he should call reception.
This is despite the client sitting in the office and the family team sitting just down the corridor!
The firm didn’t support him or make it easy for him to get the help he needed and that they could provide.
How do you think that made the client feel?
What do you think the client felt as a result of this?
The client decided to leave the firm. He wasn’t sure of the firm’s commitment and if they would identify issues and offer support when he didn’t even know he needed help.
It was no reflection on the quality of the service or cost they were offering just a result of a
failure to cross-sell.
What can we learn and do based on this example?
1. Incentivise and train lawyers on cross selling
Lawyers like being an expert so they need to be trained and incentivised to talk about areas of law they are not so comfortable with to improve cross selling opportunities.
2. Upskill your lawyers. Lawyers don’t have the language to have these conversations. They need to understand the key questions to ask to identify if colleagues working in other areas of law can help.
3. Processes. Embedding a structured approach in the firm is key. Make the client journey feel completely seamless. Define how you going to manage cross selling in the business e.g., tracking referrals.