Why Cross-Selling Fails at Most Law Firms — and How to Actually Make It Work (Podcast)
Most law firms say they want to cross-sell. Few have the internal foundation to actually make it happen. Rebecca Hnatowski joined Scott Love’s The Rainmaking Podcast to break down why cross-selling initiatives stall — and exactly what has to be in place before the first client conversation ever happens.
What you'll learn:
Why "let's cross-sell" without internal groundwork almost always fails
The trust problem at the root of most cross-selling breakdowns — and how to fix it
Why partners refuse to share clients (and how origination credit structures make it worse)
How to build a manageable cross-sell target list from data your firm already has A
gap analysis framework: how to identify which clients have unmet legal needs in other practice areas
How to use AI (including Claude and ChatGPT) to research target clients and identify opportunities in minutes
When to bring in an external consultant vs. handle cross-selling initiatives internally
How a post-merger integration timeline affects cross-selling readiness — and when to wait
How to turn a target list into actual client strategy conversations (including the perfect year-end ask)
Why leaderboards and internal competition keep cross-selling initiatives alive past the first six months
3 action steps to start building a real cross-selling program at your firm today
Click here to view the interview on YouTube.
Click here to listen, or access it on Spotify, Apple Podcasts or wherever else you get your podcasts.