The objective is to expand relationships with existing clients to cover areas not currently part of the relationship. You need to remember that selling will not work. Showing the client how you can add value will work. In order to do so we must thoroughly understand the client’s business. Your implementation of the follow ten suggestions will help you be successful in your client cross-servicing process:
- Identify specific clients and client heads.
- For each client research and describe their business.
- Identify the legal work being done for the client in the practice areas.
- Put together a team to focus on finding ways to add value and serve the client in other areas.
- Prepare a client service plan (not a marketing plan) for each client, including specific activities to better know the client and the client’s business.
- Identify and prepare a list of joint projects that could be done for a client not cross-selling but rather integrated services.
- Identify what we might give the client from the other practice groups (newsletters, white papers, check lists, etc.)
- Conduct regularly scheduled team meetings to discuss what is going on with the client and their business.
- If possible, set up meetings at no charge for you and your team to learn more about the client’s business.
- Prepare a white paper on fully integrated services of the practice groups and how such fully integrated services would serve the needs of the clients.