Harnessing AI for Cross-Selling: Unleashing New Growth Opportunities

As attorneys navigate the complex landscape of law firms, cross-selling—or cross-serving as some may prefer to say—poses a significant challenge. Influenced by the insights shared at the recent Legal Marketing Association (LMA) Annual Conference in Washington, DC, I couldn’t resist attending a transformative session by James Barclay, CEO of Passle. Titled "Harnessing AI for Cross-Selling: Don’t Miss an Opportunity for Growth!", this session illuminated the often-overlooked potential of AI in enhancing collaboration among attorneys to elevate cross-selling efforts.

The Untapped Potential of Cross-Selling

A Crucial Revenue Opportunity

According to James, cross-selling represents a massive revenue opportunity for law firms. Remarkably, over 84% of firms acknowledge leaving money on the table due to missed cross-selling chances. This figure should raise eyebrows:

“If you’re an Am Law 100 firm, even a 10% increase in cross-selling could mean $135 million in new revenue.”

Despite its clear potential, many firms struggle to execute this strategy effectively.

A Communication Challenge

Rather than viewing cross-selling as a mystery, James challenged us to see it as an internal communication and systems problem. His analysis traced the roots of this issue back to the Cravath system, established in 1902. While this system initiated growth by addressing complex client needs, it also developed a hierarchy that often obstructs collaboration today.

“Cravath transformed lawyers from individual actors into a cohesive force, but that cohesion is fraying.”

Fast forward to the present: hybrid work models and isolated compensation structures let attorneys work in silos, leading to a lack of awareness about colleagues’ strengths and offerings.

Bridging Gaps with Insightful Data

James presented compelling data from over 200 general counsel, illustrating a striking disconnect:

• GCs invest at least 8 hours a week keeping themselves informed.
• They frequently consume content in short bursts, often outside of working hours.
• Half only engage with firms that demonstrate subject-matter expertise.

A sobering complaint echoed throughout the conference:

“The number one complaint from clients is: ‘You only talk to us when there’s a bill.’”

This disconnect between what clients seek—proactive, insightful engagement—and the hesitance lawyers feel around being perceived as pushy creates a huge opportunity for marketers to step in.

Proven Strategies for Effective Cross-Selling

James, alongside attendants, shared actionable solutions that have shown success in various firms:

• Key Client Programs to foster relationships
• Fast Pitch Fridays for attorneys to articulate their practices to peers
• Cross-practice group collaboration on meaningful content
• Internal success storytelling to encourage effective cross-selling
• Partner retreats designed for genuine connection

One insightful strategy shared involved placing a member of the management committee in charge of cross-selling efforts to bolster accountability.

Shifting the Narrative Around Marketing Data

Legal marketers often hear the phrase, “show the value of marketing.” However, James, alongside my colleague Gina Rubel, suggested an alternate perspective:

“Don’t call it data. Call it evidence. Speak to your lawyers the way they hear best.”

This mindset shift allows marketers to gain buy-in by framing success stories within the context of shared client victories.

The Role of AI in Streamlining Processes

Where the session truly became practical was when James illustrated how legally trained AI can:

• Analyze attorney bios and blog content
• Identify pertinent themes and topics
• Match these insights with other attorneys who can benefit
• Automate notifications for relevant content sharing
• Provide editable email templates to eliminate the “ick factor”

“AI doesn’t just write content. It can quietly orchestrate the distribution of relevant insight to the right people at the right time.”

His demonstration of Passle’s automation tools highlighted the effectiveness of AI in facilitating cross-selling initiatives.

Don’t Wait—Act Now!

Cross-selling represents the lowest-hanging fruit for firm growth. Given that many law firms already possess the necessary components—bio data and thought leadership—now is the time to act.

• Legal experts and marketers must realize: “AI is the worst it will ever be today. It’s only going to get better.”

Executing cross-selling manually or through efficient tools like Passle’s can make a substantial difference in revenue growth.

For more enriching insights from the Legal Marketing Association Annual Conference, feel free to bookmark this curated blog post, where I’ll be continuously sharing valuable content in the coming weeks.

By embracing AI and fostering collaborative relationships, law firms can leverage cross-selling opportunities, ultimately leading to enhanced client relationships and revenue growth. The time to engage is now!