8 Steps to Make Cross-Selling Work for Your Firm

Businesswoman sitting on table while talking with four coworkersTwo keys: education and incentives.

By August J. Aquila

Cross selling in most firms just doesn’t work as well as it could. It is probably the most talked about process in accounting firms and, undoubtedly, one of the most frustrating.

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Firms constantly give referrals to attorneys, bankers, brokers and financial advisers, but giving a referral to a fellow partner or associate just doesn’t seem to happen. Either firms don’t know how to do cross selling, or there are some other hidden reasons for the reluctance to give a referral to someone else in the firm. There is, of course, no miracle cure for this problem, but you can make cross selling more effective for your firm. Here’s how.