You’re catching up with a long-time client when they casually mention hiring another firm for a service you offer. Frustrating? Absolutely. Surprising? Unfortunately, not.
This scenario plays out daily across professional services firms and highlights a common challenge: even your most loyal clients don’t know everything your firm can do.
Your Clients Don’t Know What They Don’t Know
Most clients still see you through the lens of their first engagement. If they hired you for tax work, they think of you as “our tax people” — even if your firm’s capabilities go far beyond that.
It’s not that they don’t value you. They simply can’t consider what they don’t know exists.
When new needs arise, they look elsewhere — not because they’re disloyal, but because they don’t realize you can help.
Why Cross-Selling Matters More Than You Think
Cross-selling isn’t about pushing extra services. It’s about helping clients understand all the ways you can support them.
The business case speaks for itself:
- It costs 5-25 times less to sell to an existing client than to acquire a new one¹
- Cross-selling can boost client retention by up to 25%, with professional services firms averaging 84% retention2
- Your firm becomes significantly harder to replace when you solve a range of challenges
Think about your own habits as a consumer. When you find someone reliable, you stick with them. Your clients are no different.
The Real Reason Clients Aren’t Asking for More
Many firms assume cross-selling will happen naturally. They think: “If clients need something else, they’ll ask.”
That’s where the disconnect happens.
Your clients are busy. They’re focused on their own business, not exploring what else yours might offer. If it’s not clearly presented, they won’t seek it out.
Here’s where marketing fills the gap:
- Your website should connect the dots between services and client needs
- Team bios should reflect the full range of your team’s expertise
- Client communications should regularly highlight different ways you add value
How the Best Firms Make Cross-Selling Work
The most successful firms don’t push harder — they communicate better. Here’s how:
- They prioritize existing clients in their marketing. Instead of only chasing new leads, smart firms invest in the clients they already have. Their marketing speaks to current clients’ evolving needs, not just prospects.
- They tell stories that connect their services. Rather than listing offerings like a menu, these firms show how their services work together to solve real-world problems. Case studies demonstrate how one project can grow into a deeper, more collaborative relationship.
- They make sure everyone can explain the firm’s value. From the front desk to the leadership team, everyone knows how to describe the firm’s capabilities. They’re equipped with simple language to recognize opportunities and spark conversations.
Want to Get More from the Clients You Already Have?
You don’t have to overhaul your marketing overnight. Start with a few simple steps:
- Audit your client-facing materials. Do they clearly explain everything you offer? Would someone familiar with just one service see the rest?
- Create connecting content. Write articles, emails, or presentations that naturally link services by focusing on common client challenges.
- Train your team to spot opportunities. Help your staff recognize when clients might benefit from additional support and how to bring it up without a hard sell.
- Change how you check in. Don’t just ask about the task at hand. Ask what else they’re tackling and where you might be able to step in.
The Bottom Line: If They Can’t See It, They Won’t Ask for It
Your clients already trust you. That’s your biggest advantage.
Now, show them the full picture.
Cross-selling isn’t about selling more — it’s about serving more fully. When clients understand everything you can help with, they can make smarter decisions about how they work with you. And that benefits everyone.
Want to make your value more visible? At TW2 Marketing, we help professional service firms communicate clearly and consistently with the clients who already believe in them. Let’s talk about how we can help you do the same.
¹ G2, Customer Retention Statistics 2025
² Firework, Customer Retention Statistics 2024 and DemandSage, Customer Retention Statistics by Industry (2025)