Carpe diem … and start cross-selling
Abstract: Say the word “sell,” and many nonrainmaker partners will quickly hide. But cross-selling doesn’t require a marketing or sales background. It simply requires a good ear and a quick brain, which good lawyers all have. This article shows how a firm can improve its partners’ sales skills by teaching them how to match their firm’s skills to client needs and by instituting incentives that reward partners who show cross-selling results.