Cross-Selling Solves Client Problems

Source: CPA Practice Management Forum

Cross-selling benefits clients as well as the firm. But partners are often reluctant to cross-sell. Here are some reasons and how to remedy them:

• Partners think their clients don’t want to be sold. That’s probably true. But partners shouldn’t be selling. They should be trying to identify client problems and bringing in firm resources to help solve them.
• Partners aren’t familiar with the services they’re cross-selling. They don’t have to be. But they should know what other partners do. Then they can set up meetings with clients.
• Partners are worried about whether the other partners will do good work. This can be a problem. On the other hand, if another firm comes in to deal with the client’s problem, you can lose the client.
• There’s not enough time. Often the time spent in finding resources to solve a client problem (cross-selling) is billable.
• The partner believes the client will only deal with him. This is often an illusion.

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From CPA Practice Management Forum, CCH Incorporated, 800-449-8114, October 2007.