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Best Practices of Cross-Marketing and Cross-Selling New Services to Clients

By Larry Bodine and Michael Cummings

Cross-selling is an elusive goal for professional firms. The idea is simple: to interest clients that are using one practice area in using a second or third area. But the devil is in the details and most cross-selling plans fail as soon as they meet one of several common objections.

As a result, to paraphrase Mark Twain, everyone talks about cross-selling, but nobody is doing anything about it.

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