3 Ways to Support Cross-Selling Without Being Pushy

Welcome to my video series. Today I want to talk about something that comes up a lot in professional services firms — cross-selling.

Most firms know they should be doing it.

You’ve got great services across the business, clients who trust you, and lots of opportunities to add value. But cross-selling often gets avoided because people don’t want to feel pushy or salesy.

The good news is, it doesn’t have to be like that. Here are three simple ways to support cross-selling in a way that feels natural, helpful, and client-focused.

First, make it easy for people to spot the opportunities

Often, partners and teams just aren’t aware of what the firm offers outside of their area. Quick service overviews, case studies, or even internal lunch-and-learns can help bring it to life. If they don’t know what’s available, they can’t introduce it.

Second, focus on problems, not services

Instead of saying “We do X, would your client be interested?”, flip it. Talk about common challenges your clients face, and ask whether they’ve come up in conversation. It keeps the focus on the client, not the pitch, which makes it feel more genuine.

And third, equip your people with the language.

Even if someone spots an opportunity, they might not feel confident raising it. Give them a simple line they can use, like “That’s actually something we’ve helped other clients with — would you like me to introduce you to someone?”

It’s not pushy. It’s helpful. And it opens the door.

Cross-selling works best when it’s part of the culture, not a one-off initiative. And if you make it easy and natural for people to have those conversations, they’re much more likely to happen.

Thanks for watching the video, if you like what you’re hearing please like and share and look forward to seeing you on the next video!

Watch the video on my YouTube channel here.

Need help?
If you would like help with your marketing, bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, the UK, and Europe, specialising as a legal marketing consultant. Please get in touch or book a free 30-minute consultation.

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