Is your approach to cross selling stifling growth
Recently I was privileged to deliver an in-house workshop for a law firm in the south west. Whilst not in itself a new experience for me, I was pleasingly surprised to find myself talking to a variety of disciplines and levels of experience from across the firm. What started as a discussion about the Common Agricultural Policy and BREXIT, quickly turned into a conversation about sector marketing and collaborative working.
The importance of “hunting in packs” is often overlooked by firms, in favour of “personal targets” and “individual performance.” Yet here we were actively accepting that there was money to be made from talking to each other and working together! So why did this surprise me?
Well it is no surprise to me that Men’s Health magazine appeals to more than just the body building, gym obsessed man. It hits the spot across all areas of men’s health, nutrition and wellbeing. Similarly I doubt that the million or so* subscribers to Runner’s World are all training buddies of Mo Farah. Putting aside those New Year resolutions….you know the one “2019 is the year that I run a marathon”… I would guess that readers span from those interested in the latest running gear, amateur athletes looking for nutrient advice and those seeking out their next adrenaline rush.
Not convinced? How about Farmer’s Weekly? Clearly followed by a mass audience actively in the market for a new arable farm! Think again…can I suggest that hundreds of people buy the magazine each week to perhaps educate themselves on the latest technological advances in agricultural plant and machinery, maybe see what rural events are going on their area, simply sift through the advertising section at the back or just to look at the pictures?
The point that I am trying to make is that you tend to be attracted to a product or service because you are interested in the wider subject area; and this is what firms tend to overlook! Lawyers continue to work with a silo mentality, serving only the client’s direct needs and dismissing (often through ignorance) the wider appeal!
Don’t get me wrong I am not saying that all lawyers lock themselves in an isolated office every day, refuse to attend BD meetings and call their clients exactly that; “their clients!” In fact the agenda for most Board meetings would suggest that quite the contrary is happening around the country. Law firms boast IT investment to ensure that their website links Corporate Acquisitions to Wills and Probate as “ever Director or business owner needs a Will…” and Commercial Property is only a click away from our Head of Employment “who can take care of all of your TUPE concerns!” So why are firms still not seeing the financial rewards of fluid cross selling across their businesses?
Well here are a few of my thoughts:-
- It is human nature to fight for survival and in the work place survival tends to mean “hit your KPIs!” Most firms still operate and communicate on a personal level when measuring performance, despite the conflicting messaged coming from the top which is to “share” work. Try telling a child that they will get a sweet for every toy that they bring home at the end of the day but to also share their toys amongst their friends! I’m confused and I’m not a 5 year old!
- Our instinct is to set physical boundaries within our environment. At work this often manifests itself in a fight for office space, the corner desk, client control or even who makes the tea or coffee in the morning. If people encroach on our boundaries we react and often not in a positive way. Whilst open plan working is not necessarily rights for every organisation, the removal of physical boundaries can aid the flow of ideas, creativity and skills across teams. As communities are built, boundaries become less relevant to our egos and we tend to trust more!
- The irony of most firms is that the top talks “I” and “you” but expects the “staff” to talk “we” and “us”! Change the language of your managers. True leaders within your business will already be talking “us” so copy them; your workforce is!
Our Next Generation Law Firm offers modules focused on sector working and cross selling. Click here for information on our in-house courses which we tailor to meet the needs of your business and run from your premises or off site as you feel appropriate.
*I have no idea of the subscription base for Runner’s World! It is probably a lot more than a million.
