cross selling - leadership for lawyers

CROSS SELLINGLeveraging existing relationships into new opportunities

Mark Beese

Mark Beese

Agenda• What clients think of cross-selling• Overcoming obstacles to cross-selling• Strengthening your internal network• Understanding client’s legal needs and buying behavior• Blue ocean opportunities• Introducing colleagues to clients• Action plan

What do clients think of cross-selling?

Why is cross-selling so difficult?

Table Discussion• What are the obstacles to cross selling?

• What can be done to overcome these obstacles?

• 5 minutes• Report back to group

Building An Effective Internal Network

You

Internal Networking• Know your target market• Do your research• Who in the firm does work for this industry and client?• Get out and connect• Offer something of value to the client.

Internal Networking - Example• Example: Data Security – Data Breech Planning• Know your target market (Large Retail/Consumer Biz)• Do your research (Retail Industry Leaders Association)• Who in the firm does work for this industry and client?

• Keith Chrestionson - Retail• David F. Faustman - Retail• Carolyn D. Richmond - Hospitality

• Get out and connect• Offer: Webinar on data breech planning w/checklist

• What are your ideas to network internally?

Tip #1: Intelligence• Know your client’s business and industry• Anticipate their needs• Offer them help

How?• Business and industry intelligence• Understand their legal spend (and how it is changing)• Dig deep into industry issues• Leverage your network• Talk to clients and industry experts “off the clock” • Consider automation and AI

Tip #2 SWOT Analysis

Strengths Weaknesses

Opportunities Threats

Tip #3 Client Financial Analysis

2550

2600

2650

2700

2750

2800

2010 2011 2012 2013

Total Revenue – Client XYZ

Total

Tip #3 Client Financial Analysis

300250

200150

15 25 450

200250

350

600

100 10075

00

100

200

300

400

500

600

700

2010 2011 2012 2013

Revenue by Practice Area - Client XYZ

Litigation L&E IP Corporate

Intellectual Property

Litigation

Labor EmploymentCorporate

Tip #4: White Space Analysis (3 year)PHL NYC CHI DEN SFO LAX

Litigation 300K 500KIP LitigationIP Prosecution

L&E 150K 200KCorporate 250KData Security

15K

FinanceTaxSecuritiesWealth MgmtReal Estate 125K 200K 120K

Tip #5: Client Interviews

Tip # 6: Network MappingAmy

BrockGeneral Counsel

Wayne Davidson

AGC, L&E

Peter Parker

AGC, IP

Mary TysonAGC, Acquisitions

Emily Ramos

Financial Regulatory

Juan Suarez

Energy Regulatory

Samantha Pierce

Chief Legal Operations

Larissa Myers

Legal Procurement & Measurement

Tip # 6: Network MappingAmy

BrockGeneral Counsel

Wayne Davidson

AGC, L&E

Peter Parker

AGC, IP

Mary TysonAGC, Corporate

Emily Ramos

Financial Regulatory

Juan Suarez

Energy Regulatory

Samantha Pierce

Chief Legal Operations

Larissa Myers

Legal Procurement & Measurement

Sam -CHI

David-NYC

Larry-DEN

Tip #7: Trendspotting with Clients• Seeing around corners• Strategy Meetings/Retreats• Offering Pro-Active Advice• Seek ways to collaborate with clients

• Create uncontested market space• Make the competition irrelevant• Create and capture new demand

• Compete in existing market space• Beat the competition• Exploit existing demand

Blue Ocean Strategy Red Ocean Strategy

Blue Ocean Strategy

Collaboration Ideas - Brainstorm• Three ideas on how you can collaborate with other

attorneys in the firm to improve client service • Three ideas on how you can collaborate with other

attorneys in the firm to increase revenue• Pick one best idea.

How to introduce someone to a client• How not to introduce a colleague to a client

Instead,

• Consider a “give to get”• Offer substance: CLE, Webinar• Pass along white paper, video, blog post• Invite them to an event – and intentionally introduce

What’s Next ….• Commit to strengthening your internal network• Focus on identifying opportunities for introduction by client

and industry segment• Develop “thought leadership” content to share with clients

to smooth introduction• Attend/present at different practice group/industry group

meeting• Do you homework and visit attorneys in other offices,

either in person or via skype. • Do something!

MarkBeeseLeadershipforLawyerswww.leadershipforlawyers.com