Are you marketing
your services to existing clients? This is called "cross-selling" and is
one of the least expensive marketing options available to you. Why? Because
you've already spent the time, money and effort to get the client in the door -
there are minimal marketing costs associated with continuing to serve that
client and therefore they are more profitable.
In cross-selling
you educate your present and past clientele about your range of services, with
the hope that they will want to use more of what you have to offer. This
includes clients who might need advanced services in the same practice area
you've served them in the past and clients who could be served by another
practice area altogether.
Cross-Selling Your
Client Base
Select past clients
by looking at your client lists. If your client information is on a database
that allows you to sort by given parameters or fields, it will be easy to
generate reports or lists of those who meet specific criteria. If you are not
that well organized, delegate a staff member to hand sort your files using your
list of criteria.
For example, an
Estate Planner could search for past clients that might need advanced estate
planning services by sorting through the following criteria: age, asset level,
past service provided by the law firm, whether the past client is a business
owner, whether it is a family-owned business, etc. Develop similar lists of
attributes that are reliable predictors of your client needs and then
strategize about cross-selling or upgrading these groups. There is a great deal
of hidden revenue to uncover in this process.
Once the sorting is
complete, the next step is to re-establish communication with the targeted
group of clients. There are several ways to do this, but most of our clients
find that it is most effective to reconnect with a group by sending a letter.
Add as much personalization as you can to your letter to increase its
effectiveness - this should include the client's name and perhaps a brief
handwritten note which states something like: "I look forward to hearing
from you," or, "I have some interesting new tools (or strategies) I'd
like to discuss with you."
Cross-Selling
Letter #1
The following is a
sample letter from a real estate attorney informing his client of further
services provided by the firm and offering a complementary consultation. This
letter is sent as part of the post-closing process -- before the relationship
with the client fades.
Cross-Selling Letter #1
Dear ___________ (name):
We at (firm name) enjoyed meeting and working with you on the purchase
of your new home. We want to take this opportunity to again offer our
congratulations. In addition to real estate transactions, our firm has
expertise in a wide variety of legal matters including the following:
• Corporate Law
• Estate Planning & Probate
• Family Law
We would be delighted to assist you in any future matters or
transactions in which you may need the assistance of an attorney. We offer an
initial 1/2 hour consultation at no charge to you.
Please give us a call if we can be of further assistance.
Sincerely,
(name)
Cross-Selling Letter #2
This letter invites
past clients to a small, informal, information session. Typically these
information sessions are held in your conference room, accompanied by simple
refreshments and involving less than 10 people at a time. You can also let your
clients know you will meet with them individually to answer further questions.
Cross-Selling Letter #2
Dear _________ (name):
The new ______ law is becoming more and more complicated. There are many
aspects of it that may affect you (or your interests). Because you have placed
your trust and confidence in me in the past, I feel I should keep you informed
of changes in the law that may have important consequences for you (or your
business).
Many people are not making the best use of this law simply because they
are uninformed. I believe you should have the opportunity to learn what your
options are and how this change affects you.
In order to remedy this situation I am holding a small, informal
information session at my office on _____ at _____. Please join me and get your
questions answered. Give us a call at _________ to RSVP.
I look forward to seeing you again.
Sincerely,
(name)
Cross-Selling Letter #3
This letter is for
the attorney who is cross-selling within his own client base, but it can be
modified to suit cross-selling a client who has worked successfully with one
member of a legal firm and is judged to be a candidate for other firm services.
Cross-Selling Letter #3
Dear _________ (name):
Here at (firm name) we've begun the process of updating our past client
files. We realized we had not heard from you for some time. We would like to
take this opportunity to say we've enjoyed working with you in the past and
express our willingness to assist you in any further legal matters.
Our firm has grown and we now include __________ (list of practice
areas) as part of our services. Give us a call or drop by if we can be of
additional help. We will make a 1/2-hour complimentary consultation available
to you if you need to have any questions answered.
Please give us a call at
__________. We look forward to seeing you again.
Sincerely,
(name)
The Next Step
Compose a
customizable form letter inviting your clients to:
•
Call and schedule an appointment with you, or
•
Attend a small, informational session in your office conference room
Remember: buried
within your client files is a great deal of potential business. It is up to you
to access it. Cross-selling is one of the easiest, least expensive and most
ethical ways to market your services.
Mark Powers,
President of Atticus, Inc., and Shawn McNalis, co-authored "The Making of
a Rainmaker: An Ethical Approach to Marketing for Solo and Small Firm
Practitioners," and are featured marketing writers for Lawyers, USA and
a number of other publications.
For assistance with your marketing, consider joining the Atticus RainmakersTM program.
