What to Do When Your Own Partners Won’t Refer You

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Veteran business development advisor Larry Bodine offers law firm marketing advice on what to do when a lawyer or practice group is hoarding clients.

Cross-selling is an elusive goal for law firms. The idea is simple: to interest clients that are using one practice area in using a second or third area. But the devil is in the details and most cross-selling plans fail as soon as they meet one of several common objections. As a result, to paraphrase Mark Twain, everyone talks about cross-selling, but nobody is doing anything about it.

Yet cross-selling is more important than ever. According to research by the BTI Consulting Group in Boston, corporations in the Fortune 1000 list are using 20% fewer core law firms than they did a year earlier. This means that fewer law firms will get the available work, and they will likely be the firms that successfully cross-sold their practices.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Larry Bodine, The National Trial Lawyers Association | Attorney Advertising

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