As the year winds down, many lawyers are focused on client drinks, firm events, and getting matters over the line before the holidays.
But December also creates a useful dynamic: you’re around your colleagues more often. And that makes it one of the easiest times of the year to strengthen something most firms don’t use nearly enough: cross-selling.
On paper, cross-selling should be one of the simplest, highest-return BD activities.
You already have the client’s trust.
You already understand their business.
You already have an established relationship.
Deepening an existing relationship will almost always be easier than creating a new one. Yet many lawyers hold back from introducing colleagues because it can feel like a risk — concerns about quality of work, shifting dynamics, or losing some control over the relationship often get in the way.
The reality is that clients don’t experience their needs as isolated legal issues. They expect a joined-up service. And lawyers who grow quickly are usually the ones who can say confidently:
“That’s not my area, but I know exactly who can help.”
Introducing the right colleague doesn’t dilute your position — it strengthens it. You become the person who spots problems early, connects clients to the right expertise, and makes the overall service better. That’s the adviser clients return to.
A simple December step
If you want to build this habit, use the fact that December naturally brings people together. Before your next internal event or catch-up, pick one colleague whose work complements yours. Identify two or three situations where they could genuinely add value for your clients. Then look for one opportunity to mention them in a client conversation this month.
No big project and no heavy process — just a small, visible way to strengthen relationships during a time of year when connections happen more easily.
