Cross Selling Legal Services: Two ways for solicitors to cross sell legal services

I had my haircut for the first time since lockdown last week.

I had it cut twice during lockdown, once when I let my 18 year old son do it, the other time when I did it myself. Neither provided a great result, so it was good to get it done properly.

Whilst at the barbers I was impressed with a really simple idea; they were selling fresh flowers!Cross Selling Legal Services: Two ways for solicitors to cross sell legal services

They have a steady stream of potential flower buyers coming through their shop every day, and they are now meeting their needs. The barber makes a small commission but, more importantly, the customer can kill two birds with one stone.

In normal times this barbershop also provides you with a fresh cup of coffee I am advised, but this is temporarily curtailed due to lockdown.

I will definitely be going back; coffee, flowers and a trim, what is not to like. They have made my life easier and bought my loyalty.

This leads me to two questions.

1. What else do your clients buy that you could easily introduce them to?

What can you do to make your clients’ lives easier?

If you are a business solicitor is it an accountant or an IFA?

If you are a conveyancing solicitor do you have a relationship with a removal company or interior designers?

I know many solicitors feel they don’t want to be seen to be pushing their clients to use certain providers, but I know having spoken with many clients and being one myself, if you can find me someone that you recommend who makes my life a lot easier, then I am all for that.

2. Who else has your ideal clients?

Who else has your ideal clients so that your flowers (legal services) can be sold to them?

This is the flip of number one above.

In an ideal world, reciprocation wins.

You refer to other businesses and they refer new clients back to you.

I speak with dozens of solicitors who generate a lot of referrals. However, when I ask them precisely how many and who refers the most business, they are not sure. You must be sure, so track those numbers if you receive referrals.

When I then ask them how many times they approach new potential referral partners, they usually say ‘never’.

You should, regularly.

I have a full LinkedIn Referral Marketing Plan inside Marketing4Solicitors, Blueprint Number 9.

It shows you how to maximise your profile, then how to find potential referral partners, connect with them, then communicate consistently with them to generate more referrals into your business.

If you would like more referrals, you can join Marketing4Solicitors right now – here://www.marketing4solicitors.co.uk/join-now/

 

Case Study

Now I’ve got eight staff and two offices, and we’ve never been busier.

I’ve been working with Nick for the last six years, and in that time he’s had a significant impact on my business.

We first start working together when I worked at an employment law practice, and when I left there to set up on my own, Nick was one of the first people I called.

I knew that one of the key pieces to get right was the website – in this day and age it’s impossible to run a successful firm without one – and with Nick’s advice, help and guidance, we created our own marketing-focused site that has proven to be the backbone of all the sales and marketing that has followed.

But a good website means nothing unless people see it, and that’s why we turned to Nick to run our Google Adwords, which quickly became a primary source of leads.

In addition to running the traffic, Nick held our hand through every element of the client attraction process, from how to communicate with leads, to how to close sales, and the impact that had on our business cannot be understated.

And that’s why I will always recommend Nick to anyone who needs help with marketing – particularly legal firms: his breadth of knowledge about everything to do with sales and marketing means that he can (and does) help with every part of the picture, resulting in a stronger business than you could have imagined.

Since we’ve been working with Nick, we’ve grown quickly – back in 2013 it was just myself and my wife, and she was part-time.

Now I’ve got eight staff and two offices, and we’ve never been busier.

And if our lead numbers are anything to go by, it’s only going to get better – 2015-2016 saw us get 800 good quality leads in employment law, and that figure more than doubled last year. I can only look forward to more exciting times, working hand-in-hand with Nick to grow my practice and enjoy the fruits that come with that growth.