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cross serving in the 21st century

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1 Cross-Serving In the 21st Century Cordell M. Parvin http://www.cordellparvin.com

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I am frequently asked to speak at law firm retreats on cross-selling. I call it cross-serving because that focuses on the clients.

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Page 1: Cross Serving in the 21st century

1

Cross-ServingIn the 21st Century

Cordell M. Parvinhttp://www.cordellparvin.com

Page 2: Cross Serving in the 21st century

2

Client Development Has Changed

ClientsEconomyTechnology

Page 3: Cross Serving in the 21st century

3

Real Opportunity

Commodity Work - Low Price DeterminesBet the Company They Hire the BestReal Opportunity

30%

10%

60%

Page 4: Cross Serving in the 21st century

4

Clients First

What It Is

Anticipate client needsMaximizing the Firm’s expertiseAdding value for the client

Cross-Serving

Page 5: Cross Serving in the 21st century

5

Clients First

Clients Care About Achieving Their Goals

Page 6: Cross Serving in the 21st century

6Extraordinary Service

Clients First

Page 7: Cross Serving in the 21st century

7

How Do You Do It

Page 8: Cross Serving in the 21st century

8

Know Your Client

Market Based on What Your Clients Do

Page 9: Cross Serving in the 21st century

9

Know Your Client

Website/Online Research

Research the Client

Page 10: Cross Serving in the 21st century

10

Know Your Client

Annual Report

Research the Client

Page 11: Cross Serving in the 21st century

11

Know Your Client

Industry Publications

Research the Client

Page 12: Cross Serving in the 21st century

12

Know Your Client

Clients, Industry, Competitors

Google Alerts

Page 13: Cross Serving in the 21st century

13

Know Your Client

Ask - Don’t Sell

Page 14: Cross Serving in the 21st century

14

Know Your Client

Listen Carefully

Page 15: Cross Serving in the 21st century

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Build Relationship

Client Tour of Your Office

Page 16: Cross Serving in the 21st century

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Build Relationship

Go to Their Office

Page 17: Cross Serving in the 21st century

17

Build Relationship

Seminars Present Skill of Other Attorneys

Page 18: Cross Serving in the 21st century

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Build Relationship

Get Involved in Their Causes

Page 19: Cross Serving in the 21st century

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Build Relationship

Engage by Getting Feedback

Page 20: Cross Serving in the 21st century

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Cross Educate

Get Out of Your Practice Group

Page 21: Cross Serving in the 21st century

21

Cross Educate

Know Your Partners’ Capabilities

Page 22: Cross Serving in the 21st century

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Cross Educate

Read Newsletters from Other PGs

Page 23: Cross Serving in the 21st century

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Cross Educate

What You Can Do

Page 24: Cross Serving in the 21st century

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Cross Educate

What You Have Written

Page 25: Cross Serving in the 21st century

25

Cross Educate

Target Market

Identify

Page 26: Cross Serving in the 21st century

26

Cross Educate

Clients

Identify

Page 27: Cross Serving in the 21st century

27

Cross Educate

Firm Clients

Identify

Page 28: Cross Serving in the 21st century

28

Cross Educate

Potential Clients

Identify

Page 29: Cross Serving in the 21st century

29

Cross Educate

Kind of Work

Identify

Page 30: Cross Serving in the 21st century

30

Cross Educate

“Go To” areas

personal interest

Identify

Page 31: Cross Serving in the 21st century

31

Use Marketing Professionals

Evaluate OpportunitiesIdeas to Expand Relationships

StrategiesMaximizing ROI

Page 32: Cross Serving in the 21st century

32

It Takes Time

Have Patience

Page 33: Cross Serving in the 21st century

33

Measure and Reward

Page 34: Cross Serving in the 21st century

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Cross-ServingIn the 21st Century

Cordell M. Parvinhttp://www.cordellparvin.com


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