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Sales can be an off-putting word to many attorneys, but when done right, it can provide a service to clients by helping them solve problems. By shifting your perspective to look at business development from the point of view of the client, not the law firm, you can find more success in expanding your work for clients, while deepening client relationships.

If you’ve worked as a law firm partner in the past 15 years, chances are you’ve been asked to make “cross-selling” a focus at some point in your career. If you’re in a leadership role, you’ve probably asked your marketing and business development team to come up with a way to incentivize getting relationship attorneys to expand the portfolio of work they do for their clients by cross-selling. No matter which side of the equation you’re on, you’ve likely found it to be a frustrating experience. Here’s how to shift your perspective to an approach that’s much more effective.

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