While working with a client recently, I learned that his company uses outside counsel when employees file claims against them. Fortunately, their employee claims are infrequent, but they don't want any. Here's what made me shake my head. Their outside counsel, a litigator in a large employment law firm, has never offered them advice on how to avoid claims. THAT is an unfulfilled need of the client and a missed opportunity for the firm.
Why hasn't the attorney or his firm offered that service? I find it hard to imagine, but maybe the litigator simply hasn't thought about it, because prevention isn't his focus. Worse, maybe he doesn't think it's in his interest to help his client avoid claims, because they wouldn't need him to defend against them. Maybe he's hoarding his client(s). Maybe his firm isn't aware of this client's need and their opportunity to fulfill it.
While working with a client recently, I learned that his company uses outside counsel when employees file claims against them. Fortunately, their employee claims are infrequent, but they don't want any. Here's what made me shake my head. Their outside counsel, a litigator in a large employment law firm, has never offered them advice on how to avoid claims. THAT is an unfulfilled need of the client and a missed opportunity for the firm.
Why hasn't the attorney or his firm offered that service? I find it hard to imagine, but maybe the litigator simply hasn't thought about it, because prevention isn't his focus. Worse, maybe he doesn't think it's in his interest to help his client avoid claims, because they wouldn't need him to defend against them. Maybe he's hoarding his client(s). Maybe his firm isn't aware of this client's need and their opportunity to fulfill it.
How can you and your firm meet your client's unfulfilled needs?
Here's a step-by-step process you can follow to uncover and pursue new opportunities to serve your existing clients. Contact me for additional information.
- Make your client your focus! Consider how you improve your client's condition, i.e. help them make money, save money, save time, and avoid risk, by providing additional, integrated services.
- Make it your purpose to deepen and broaden your relationships with your clients and to develop additional business with them if they have a need.
- Make it your mindset to create opportunities that will benefit all parties - first and foremost the client, then the attorney who has the relationship with the client, whom I'll call the relationship partner, other firm attorneys, and the firm.
- Meet with your colleagues to identify existing firm clients who might have unmet needs, who might provide cross-selling opportunities that will benefit all parties.
- Meet with your colleagues to discuss and prioritize opportunities, enlist the engagement of relationship partners, prepare for and plan your client outreach.
- Based on what you know about the client, decide which 2-3 attorneys, led by the relationship attorney, should meet with each identified client.
- Contact your client(s) and ask for a meeting. This contact will be most successful if it's initiated by the relationship partner.
- Prepare for your meeting(s) with research and collaboration. For each meeting, involve the appropriate attorneys (#6 above) in this preparation.
- Meet with your client(s) fully prepared with research results, questions, a willingness to listen and to explore their needs, and ideas about how you and your firm can meet their potential needs.
It can't be said too many times - make your client your focus! When you can improve your client's condition everyone benefits, especially the client and the relationship partner. The client is happier, the additional value reflects well on the relationship partner and the client is much less likely to be lured away by a competitor.
Contact me at 503.913.0499 or josmith@josmithassociates.com if you'd like to discuss your cross-selling opportunities and these steps in more depth.
- Make your client your focus! Consider how you improve your client's condition, i.e. help them make money, save money, save time, and avoid risk, by providing additional, integrated services.
- Make it your purpose to deepen and broaden your relationships with your clients and to develop additional business with them if they have a need.
- Make it your mindset to create opportunities that will benefit all parties - first and foremost the client, then the attorney who has the relationship with the client, whom I'll call the relationship partner, other firm attorneys, and the firm.
- Meet with your colleagues to identify existing firm clients who might have unmet needs, who might provide cross-selling opportunities that will benefit all parties.
- Meet with your colleagues to discuss and prioritize opportunities, enlist the engagement of relationship partners, prepare for and plan your client outreach.
- Based on what you know about the client, decide which 2-3 attorneys, led by the relationship attorney, should meet with each identified client.
- Contact your client(s) and ask for a meeting. This contact will be most successful if it's initiated by the relationship partner.
- Prepare for your meeting(s) with research and collaboration. For each meeting, involve the appropriate attorneys (#6 above) in this preparation.
- Meet with your client(s) fully prepared with research results, questions, a willingness to listen and to explore their needs, and ideas about how you and your firm can meet their potential needs.
It can't be said too many times - make your client your focus! When you can improve your client's condition everyone benefits, especially the client and the relationship partner. The client is happier, the additional value reflects well on the relationship partner and the client is much less likely to be lured away by a competitor.
Contact me at 503.913.0499 or josmith@josmithassociates.com if you'd like to discuss your cross-selling opportunities and these steps in more depth.