Many firms talk about the importance of cross-selling—or cross-marketing, if you prefer—their clients. The problem is that you must serve the client before you can cross-market to the client. Too many firms fail to realize this and then wonder why their cross-marketing efforts fail. The place to start in business development with clients is with client service. Here’s a brief list of some of the more important points to keep in mind.Originally published February 7, 2012
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