Following on from a brilliant first session of the day whereby our hosts for the morning, MRM, talked about thought leadership best practice, our very own CMO Connor Kinnear then took to the stage.  Connor talked to the audience about why cross-selling is so important but also why it is so difficult to do at professional services firms.

Most firms recognise that cross-selling is both important and one of the easiest ways to drive revenue growth. However, two key barriers often stand in the way:

• Awareness – It’s challenging for fee earners to fully understand the firm’s capabilities. This is also an external challenge, In a recent survey conducted by Passle of 100 Managing Partners found that only 20% of those senior leaders were confident that the market is aware of their full range of services.
• Trust & Relationships – Client relationships are typically managed by specific individuals or teams, and it could be a perceived risk to introduce them to other areas of the business—especially if the referrer does not have a strong relationship or full unwavering trust in their colleagues. In many cases, this hesitation may stem from simply not being familiar with their colleagues’ expertise or capabilities.

Addressing these barriers is crucial to unlocking the full potential of cross-selling.

Externally, of course, clients of professional service firms want to know about all the firms' capabilities. The General Counsel Survey conducted by Passle found that GCs spend a long time consuming content and they like it to be authentic. 

When professional service firms consistently deliver personalised and authentic content, clients gain a clearer understanding of the firm’s full offering. This makes it easier for them to procure multiple services from a single provider rather than seeking solutions elsewhere. As a result, both the client and the firm benefit from a more streamlined, efficient, and integrated relationship.

The Solution

If cross-selling is a key part of your strategy, you need to:

• Improve communication of your firm’s knowledge and expertise, both internally and externally. This must be tailored to the right audience while avoiding irrelevant communications.
• Foster stronger relationships and trust among colleagues with overlapping interests and expertise.
• Enhance efficiency, make the process more seamless and time-effective.

This is exactly why CrossPitch AI was built—to help professional service firms effectively communicate their expertise internally, reduce inbox clutter, and drive significant efficiencies in external content distribution.

By overcoming the challenges of awareness and trust within the firm, professionals can confidently share insights with key clients and prospects—making cross-selling more strategic and impactful.