earning the right to cross sell webinar slides

Earning the rightto X-Sell

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Welcome!

Earning the right

to X-SellLead Generation, Qualification, and Action Plans that will increase yourmarket share

Presented by

Martin Gold & Kim Stuart

July 27, 2017

Business development solutions that drive meaningful results

FacultyMartin Gold

Kim Stuart

Why X-Sell?• Revenue

The average law firm loses 15% of its top clients every year; best performers lose only 8%

• Retention

Increasing retention rates by 5% increases profits by 25% or more

• Role

Source: Harvard Business School and BTI Consulting

“The average client has 4 major

practice needs and

5 minor, but measurable needs.”

- BTI Consulting

It’s NOT easy.

I can’t sell tax services.

How? LearningBeing AwareBuilding TrustQualifyingActing

Learn by researching your client base

§ What’s your firm’s market share of their legal spend?

§ What’s their strategic plan?• Public Filings, Monitor

Suite, Google, Open Secrets*!

§ What’s their stock price, how and why is it trending?

§ GAP: What services are they outsourcing elsewhere? * www.OpenSecrets.org

Be Aware§ Listen 70% of the time§ Ask trigger questions *• What are their needs? • What are they looking

for that they are not getting from their other firms?

§ Don’t fear feedback

* 20QuestionsYouShouldAskClients sourceTheWJFInstitute

Be Relevant

Build Trust with Clients & Colleagues

ID/Qualify = X-Sale!

[?]What’s their pain?Do they need us?Relevance?What can we do for them?Is it a “fit”? For the Firm?For You?Can they afford us?Are they “married” or ISO?Do you really know them?Does your relationship trust you? What’s our Value Proposition?Is your contact a DECIDER or a GUIDE?

Qualifying

IdentifyingQualifying

Connecting

Building Trust

Pitching & Closing

Getting to “Yes!”Follow-up!

Act

§ Review and update or create a X-Selling Process

§ Regularly update bios & practice descriptions

§ Create X-Selling skillsdatabase

§ Incentivize sharing & reciprocity

One Client, One Lawyer, One Win!

5 Easy To Dos for You To Do

§ Learn - find Top 10 Clients on www.opensecrets.org

§ Ask your client at least one of the 20 Questions - 20 Questions You Should Ask Clients

§ Review your bio - does it X-Sell you?

§ Qualify a client – can we help them & can they afford us?

§ Conduct a X-Selling Audit

X-Selling Audit

1. Confidentiality Agreement

2. Opportunity Assessment

3. SWOT and GAP analysis on top 10 clients

4. Run clients through X-Selling Profile to identify key cross-selling actions

5. 30-day Progress Management Follow-Up

Kim StuartKimTo learn more, contact Olivia Watson @ olivia@ackertinc.com@AckertInc.com

To learn more about our

X-Selling Audit, please contact Olivia Watson at

olivia@ackertinc.com

Poll

Questions?

Kim StuartKim@AckertInc.com

Martin GoldMartin@AckertInc.com

www.AckertInc.com