Build the mindset, systems, and behaviors that turn your current book of business into your most reliable growth engine.
Today
Firms talk about cross-selling and launch periodic initiatives, but efforts quickly fade because of a lack of training, structure and accountability.
With Freeman
Cross-selling becomes an embedded part of the firm's culture, with lawyers consistently identifying opportunities and collaborating across practices.
Hands down, cross-selling is one of the fastest ways to generate new revenue.
So why do so many firms allow millions of dollars slip through their fingers and end up with their competitors?
Because cross-selling is a surprisingly complex process, and most firms have not developed the right systems and skills to capture that revenue. Successful cross-selling requires finesse and discipline to balance interpersonal and organizational dynamics with approaches to properly nurture client relationships. In our interactive workshops, which are based on our all-time, best-selling book, we demystify the process and demonstrate what makes cross-selling tick.
Cross-selling doesn't fail because firms lack interest. It fails because most firms treat it as an initiative rather than a discipline. Without the right planning, training, infrastructure, and follow-through, initial bursts of energy quickly fade.
What firms need is a comprehensive cross-selling system. Where skills are learned, plans are developed, internal knowledge is shared, internal connections are deepened, targets are identified, reminders are given, action is taken, the right measures are tracked, and leaders are leading.
The process usually starts with partner training, where we show them how to excel by:
Surfacing their hidden barriers.
Shifting their mindset and behavior by reframing "cross-selling" to "cross-serving".
Increasing internal trust.
Enhancing internal and external communication.
Obtaining more client feedback.
Identifying top opportunities to give and receive.
Reaching out to clients in ways they will welcome.
Becoming more effective in cross-selling meetings.
Providing higher levels of client service.
Becoming more effective leaders.
Building better teams.
Devising the right measures.
Establishing systems to drive ongoing activity.
Even the best training needs ongoing follow up to transform knowledge into revenue.
The BD Buddy platform keeps lawyers focused on cross-selling through automated weekly reminders, coaching, and activity tracking that encourage internal collaboration and create more opportunities to expand client relationships firmwide.
“David Freeman has a keen understanding of the art of cross-selling and the benefits it brings. His professional background and experience allows him to articulate the case for team-centered business development in a way that motivates and inspires even the most reluctant professional. If you engage David, you will improve teamwork within your organization, and surely grow your business.”
Peter Kellet, Chairman and CEO, Dykema
For individual lawyers
Unlocks the mystery of cross-selling and cross-serving.
More connections, more opportunities through the pipeline.
User-friendly design increases ongoing engagement - no more manual spreadsheets.
For the firm
Significantly increases highly productive cross-selling activity.
Transition client relationships.
Encourages internal collaboration and strengthens firm culture.
Automatically tracks lawyer activity.
For clients
Increases and deepens their connection with the firm.
Saves time and energy working with one team for multiple matters.
Opens multiple touch points resulting in greater institutional knowledge.
By combining complementary solutions, firms can create the skills, habits, collaboration, and accountability that power a high-performing cross-selling machine.
