Our latest research reveals that law firms are losing out on millions of pounds in missed cross-selling opportunities. In this PSM The Professionals article, Connor Kinnear explains that despite widespread recognition of cross-selling as a key growth lever, three-quarters of senior marketers identify it as the biggest missed opportunity, and many lawyers remain reluctant to cross-sell. Common barriers include fear of seeming pushy, lack of incentives, and limited time.

Cross-selling isn’t just about selling more services; it’s about deepening client relationships, offering integrated solutions, and creating more resilient revenue streams. Success depends on leadership driving a culture of collaboration, empowering lawyers with clear internal knowledge, and providing practical tools to make cross-selling easier.

That’s why Passle has developed CrossPitch AI, a tool that enables lawyers to instantly access their firm’s full service offering and share relevant thought leadership content tailored to client needs. Connor reveals that with CrossPitch AI, email open rates have more than doubled, helping firms strengthen client engagement and boost new business.

In an increasingly competitive market, firms that fail to harness cross-selling risk losing valuable clients and revenue to competitors.