ProfitCents by Sageworks recently hosted a webinar, Cross-sell accounting services: How to identify opportunities to sell more accounting services to existing clients, which discussed how to lay a foundation for your accounting firm’s sustainable growth by cross-selling services to your existing client base. Lauren Prosser, Director of ProfitCents Professional Services, outlines how to do so through “The Discovery Process.”
During the presentation, finance professionals were polled on if their firm tracks cross-selling opportunities identified vs. cross-selling opportunities closed. Over 88 percent of respondents expressed they do not track cross-selling opportunities identified vs. closed.
Prosser suggests that tracking cross-selling opportunities be a part of your firm’s weekly marketing meeting. Tracking these opportunities ties in to client service plans in being able to identifiy client opportunities and being able to pair those opportunities with your firm’s expertise. This will allow your firm to focus on driving value through relationships, as opposed to deliverables. When thinking about tracking cross-selling opporunities, ask yourself the following questions:
1. Which clients are under-served?
2. What systems and incentives are in place do you have to facilitate opportunity identification within your firm?