1. The Dynamics of Cross-Selling Presented by: David H. Freeman, J.D. David Freeman Consulting Group, LLC Boulder, CO 303.448.0757 www.davidfreemanconsulting.com

2. Competitive Advantage Weak/no plans Firms with good plans but poor implementation Firm that act on their plans

3. Are There Any Opportunities? 60% of Fortune 1000 companies hired a major law firm with whom they did no work the year before Source: BTI Survey of Fortune 1000 Corporate Counsel, 2003

4. Awareness of Opportunities

5. Staying Top-of-Mind Are They Here? How Often Are They Here?

6. Working The Web

7. Internal Network + Lawyers Professionals & Staff External Network Current Clients Former Clients Referrals & Alumni Prospective Clients Family & Friends Passion Career/Information

8. Cross-Selling Channels Sell additional services provided by You Your Practice Area Cross-Practice Areas Referrals Sources Same Client Contact Same Client, Different Department Same Client, Different Location © 2005 Tiffanie Z. Lyon

9. Internal: Cross-Selling What are the obstacles? Trust Internal communication Understanding client needs Credit Lack of comfort/skill Failure to develop a strategic approach Accountability and follow through Tracking progress

10. Build Internal Relationships Trust –Help your fellow lawyers Give before asking to receive What gifts can you bring to others? –Conduct joint marketing –Develop key relationships (leaders, marketing) –Teach (group, one-on-one) –Attend group meetings –Support cross-group initiatives

11. Cross-Selling – Give & Receive Mine the firms client list Develop an approach plan –Understand needs of the client & lawyer –Help other lawyers promote you Cheat sheet Meeting preparation chart

12. Cross-Selling – Mine the Firms List

13. Meeting Strategy Preparation Needs Questions plan Advances Measure: How many new relationships can you build? How many existing relationships can you deepen?

14. Getting the Meeting Theres a partner here I think you should meet Client feedback sessions Annual planning meetings Clients strategic planning sessions Lunch & Learn Loan a lawyer

15. Top-of-Mind Tools Repeated, consistent, relevant, welcomed –Announcements and press releases –Articles/newsletters/alerts/updates –Articles written about your lawyers –Firm seminars –Social events